Bayer’s in-house programmatic benefits: 10x the reach and $10 million in savings

Bayer, the pharmaceutical company, is bringing programmatic advertising in-house through a two-year program that scales back agency involvement in this discipline over time.

Bayer, the pharmaceutical giant, wants an in-house team to handle the planning, strategy, buying, and execution of its programmatic advertising by 2020.

Josh Palau, vp/digital strategy and platforms at the Whippany, New Jersey-based company, is tasked with leading this ambitious initiative. And, during a session at the Interactive Advertising Bureau’s (IAB) 2019 NexGen Marketing Conference, he provided an in-depth breakdown of the factors that any marketer should consider in tackling such a challenge:

  • Preparation
  • Partnerships
  • Technology
  • Hiring Talent
  • Team Structure
  • Measurement
  • Results

Preparation

Getting the fundamentals of programmatic right may not be exciting, but it is essential. And...

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Insights Team
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