{"page":"/blog/in-house-programmatic-operating-model","modified":"2026-11-10","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Item","Full in-house","Hybrid","Agency-led on advertiser-owned contracts and seats"],"rows":[["DSP contract","Advertiser","Advertiser for its own lines; agency for the rest","Advertiser"],["Who trades daily","Advertiser team","Split by channel or market","Agency, inside the advertiser's seat"],["Strategy and budget decisions","Advertiser","Advertiser","Advertiser, with agency recommendations"],["Log-level data and reports","Advertiser owns and stores","Advertiser for its lines; contractual access for the rest","Advertiser owns; agency works in it"],["Agency role","None, or specialist projects","Execution in some channels, scale buys","Operator and adviser on a disclosed fee"],["Main gain","Control, speed, data","Control where it pays, scale where it does not","Transparency and portability without hiring a full team"],["Main risk","Hiring and retention; no buying scale","Unclear split of responsibility","Still depends on agency talent and attention"]],"sourceUrls":[[],[],[],[],[],[],[]]}