{"page":"/blog/netflix-lego-pg-in-house-ad-tech","modified":"2026-10-18","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Survey","Date","Finding","Source"],"rows":[["IAB, US brands","22 May 2018","65% of brands buying programmatically had fully (18%) or partially (47%) moved it in-house; n=119.","IAB, 22 May 2018"],["IAB and Accenture Interactive, international","7 August 2020 (coverage)","21% completely and 48% partially in-house (69%); Europe 74% (31% fully, 43% partially).","AList Daily, 7 August 2020"],["ANA benchmark","2023, as cited February 2026","54% of US brands have an in-house media unit; 13% handle programmatic fully in-house, 26% hybrid.","Digiday, 9 February 2026"],["ANA \"Continued Rise of the In-House Agency\"","2023, as cited July 2026","32% of marketers had in-house programmatic capabilities; 66% had contracts with technology providers such as DSPs.","Basis, 29 July 2026"],["ANA 2026 State of In-Housing","22 June 2026","Jurors five times more likely to say \"marketers are in-housing more than ever\" than \"pulling back\"; 53% see the in-house agency's primary role as strategic partner.","ANA, 22 June 2026"],["Bannerflow / Digiday State of In-housing","2022 (latest edition found)","Annual survey of 400+ senior marketers; no 2025 or 2026 edition located as of 17 October 2026.","Bannerflow, 2022"]],"sourceUrls":[["https://www.iab.com/news/nearly-two-thirds-of-brands-purchasing-ads-through-programmatic-means-have-fully-or-partially-moved-the-function-in-house-according-to-iab-research/"],["https://www.alistdaily.com/media/iab-international-inhouse-programmatic-report/"],["https://digiday.com/media-buying/the-case-for-and-against-bringing-programmatic-in-house/"],["https://basis.com/blog/everything-you-need-to-know-about-programmatic-in-housing"],["https://www.ana.net/miccontent/show/id/rr-2026-06-resilient-rise-in-house"],["https://www.bannerflow.com/blog/the-state-of-in-housing-2022-launch"]]}