Hybrid In-Housing: How Sanofi Took Control of Their Digital Destiny

With the increasingly important role of digital in the consumer journey, the demand for better privacy online, as well as the upcoming cookie deprecation, brands understand that regaining control of their digital destiny is not an option, but a necessity. With Jellyfish, Sanofi developed a hybrid model to in-house their adtech, at a global scale. With over 20 markets at stake, regaining control of their technology choices raised cultural and human challenges, which has since led to building a relevant and efficient model.