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Everything Brands Need to Know About Bringing Their Marketing In-house

Ad tech is one area where you’re likely to need outside help, says Jason Young, chief marketing and media officer of Quotient Technology, which operates several CPG marketing-technology proprietary platforms. “The components required to do this well: You need data, marketing and ad-tech platforms, access to inventory,” he explains. “And you still need a whole lot of services, including creative services, data services, elements of media planning and execution and buying services. I don’t think it’s very likely that brands are going to be owners of their own proprietary ad tech and marketing tech, so clearly they’re going to need to select the right partners.”