Out of all surveyed brands in the UK, Spain, Italy, Germany and France that purchase adverts programmatically, a staggering 86% now host the function in-house.

That’s according to research conducted by the International Advertising Bureau (IAB) into the impact the GDPR is having on the way companies carry out marketing fundamentals as they bid to grow compliantly.

Detailed reports released by the IAB – the national trade association for the digital media and marketing industries – have compared the effect of relying on in-house facilities for the automated buying of online advertising across countries including the UK, Spain, Italy, Germany and France.

Analysts say that the trend’s strength across the surveyed countries shows the influence of the EU’s GDPR, and offers a guiding light to brands both within and beyond EU borders regarding how to gain compliant marketing insight.

Of brands surveyed in the following countries, the report revealed:

France – 88% either moved the function in-house (43%) or have partly done so (45%)
Germany – 89% either moved the function in-house (35%) or have partly done so (54%)
Italy – 86% either moved the function in-house (45%) or have partly done so (41%)
Spain – 78% either moved the function in-house (32%) or have partly done so (46%)
UK. – 88% either moved the function in-house (48%) or have partly done so (40%)
Included in the research were interviews with brand leaders from the five countries, from which it emerged that brands have experienced nominal impact on their businesses as a result of the GDPR.

The data also showed that over 76% of UK brands said that their data quality had improved in the wake of the GDPR’s implementation, while 7% of UK brands said that felt strongly that the quantity of targeting data had decreased since GDPR’s start last year.

Scott Moorhead, Founder of Aperto One, said:

“The key thing is the definition of in-house and it is here that the headlines that may come out of the report may be misleading. Does having slightly more programmatic people in the team really count as in-housing?

“If you’re saying half of UK advertisers are running programmatic end-to-end in-house, absolutely not – it’s not even close. Some brands in sectors such as travel and gambling do a lot in-house and others are certainly thinking about it, but most understand that outsourcing of tasks is vital,” he added.

“Finally, cost efficiency and value in the truest form is not a likely output of in-housing. If there is an ambition to save money, in-housing programmatic is not necessarily a way to do it,” he continued.

Click here to view the research.

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