NAPA, CA – With an increasing numbers of brands eyeing tools to manage programmatic media buying in-house, industry analyst Joanna O’Connell cautions them about the perils. While she sees data management going to in-house, the actual execution of the buying will likely remain done by ad agencies and other tech vendors, she says in this interview with Beet.TV
This segment was taped last week at the TubeMogul University, an executive retreat. Interviewing O’Connell is Ashley J. Swartz.
O’Connell recently left Forrester Research to join AdExchanger to form a research unit.