Why More Brands Are Taking Digital Media Execution In-House

Over the last few years, I’ve noticed something shift in the marketing world. Brands that used to outsource all their digital media are now building their own internal teams. Not because they want to do everything themselves.But because they want more control, more speed, and more impact.

In-housing isn’t just about saving money anymore. It’s about owning the data, learning faster, and driving performance from the inside out.

Here are some thoughts on what's behind the move — and what it takes to make it work.

Control and Transparency

When you bring media buying in-house, you see where every pound goes. You can identify waste, challenge hidden costs, and ensure every investment connects to business outcomes.

Transparency drives accountability. And accountability drives better results.

Speed and Agility

Markets move fast. Algorithms change faster. In-house teams can pivot campaigns, test new audiences, and shift budgets in real time.

When performance moves minute to minute, agility is your most significant advantage.

Data Ownership and More Intelligent Targeting

Owning your first-party data gives you an edge. You control how it’s collected, enriched, and activated. That means sharper targeting, stronger insight, and more strategic decisions. Your data becomes an asset that grows in value every time you use it.

Efficiency and Learning

Yes, in-housing can cut costs, although I would argue that cost-cutting is not the correct motivator actually to do it. The real gain is what your team learns. They see the impact of every creative, audience, and placement.

Those learnings compound over time, and they stay within your organisation. That’s how performance maturity really builds.

Cross-functional Collaboration

When media, data, creative, and e-commerce sit together, things start to click. Ideas move faster. Insights turn into action instantly. It’s a connected way of working that breaks silos and accelerates outcomes.

The Right Adtech Stack to Make it Possible

In-housing only works with the right technology. You need a connected stack that brings together planning, execution, and measurement. You will need to consider;

✅ Demand-Side Platform (DSP) for programmatic buying (The Trade Desk, DV360, Xandr)

✅ Customer Data Platform (CDP) for unified audience data (Salesforce, Adobe, Segment)

✅ Ad Server to manage and track campaigns (Campaign Manager 360, Flashtalking)

✅ Analytics and Attribution tools (GA4, AppsFlyer, Neustar)

✅ Creative Management Platform (CMP) for dynamic creative optimisation (Smartly.io, Celtra)

✅ Brand Safety and Verification tools (IAS, DoubleVerify, MOAT)

✅ CRM and Marketing Automation to connect media with lifecycle marketing (HubSpot, Braze, Adobe Campaign)

It’s not about how many tools you have.It’s about how well they connect to each other and support your goals.

A Hybrid Future?

In-housing doesn’t mean cutting out agencies, far from it. The most successful brands are finding hybrid models that combine the best of both worlds. Internal teams handle day-to-day buying and optimisation. Agencies bring strategy, innovation, and specialist expertise. That collaboration gives brands speed, insight, and creativity — all underpinned by data ownership.

In-housing is not a fad. It’s a shift in how brands think about control, performance, and learning. The brands doing it well are building the muscle memory that drives long-term growth.

Because when you own your investment decisions, you own your future.

Curious about what an in-house model could look like for your brand? Let’s talk....