{"page":"/blog/in-house-programmatic-operating-model","modified":"2026-11-10","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Tool","What it does","Full in-house","Hybrid","Agency-led on own seats","Who should hold the contract"],"rows":[["DSP seat(s)","Buying, bidding, deals","Advertiser","Both","Advertiser","Advertiser"],["Ad server","Creative serving, tracking, third-party counting","Advertiser","Advertiser","Advertiser or agency","Advertiser"],["Verification","Viewability, invalid traffic, brand safety","Advertiser","Advertiser","Advertiser","Advertiser"],["Log-level data pipeline","Bid and impression records into your warehouse","Advertiser","Advertiser","Advertiser","Advertiser"],["Clean room","Matching first-party data with partners","Advertiser","Advertiser","Advertiser","Advertiser"],["Consent and identity","Consent strings, hashed IDs, partner IDs","Advertiser","Advertiser","Advertiser","Advertiser"],["Measurement","Incrementality tests, MMM","Advertiser or vendor","Advertiser or vendor","Agency or vendor","Advertiser"],["Workflow and reporting","Planning, pacing, dashboards","Advertiser","Both","Agency","Either"]],"sourceUrls":[[],[],[],[],[],[],[],[]]}