In this session...
Transitioning from an agency-led media buying model to taking partial or full control of campaigns can be daunting. However, it is not an all or nothing scenario when brands, agencies and tech partners move outside the traditional media-buying model. Uber has successfully taken programmatic in-house while also investing in technology, data talent, and an agency relationship. Come hear how Uber achieved innovative measurement around incrementality and explore the different operating models for brands to in-house technology.
What You'll Learn from This Session...
- Hear from a major brand about how they have successfully in-housed while preserving their agency relationship
- Discover the different operating models brands are using to take tech in-house
- Learn how the ability to measure incrementality is key to making better marketing investments
Tech Stars