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:

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