Speaking at OMMA Programmatic Display at Internet Week New York, Kathy O’Dowd, global director of programmatic marketplace and channel development at Netflix, explained why the on-demand streaming video provider does its programmatic buying in-house.
“Transparency, control, agility,” she said, adding “[and] a way to act on findings quickly; act on brand.”
In a phrase, offered interviewer Joe Mandese, MediaPost’s editor-in-chief: "Marketing intelligence."
Another speaker -- Josh Cohen, programmatic product manager at the New York Times -- jumped in to suggest that Netflix is “one of the few that can [bring it in-house] because of the dataset they are sitting on top of.”
O’Dowd agreed. “It takes a lot of work to do [in-house programmatic] well,” she said.
Some other large brands such as P&G and Kellogg's can pull it off as well because they are "huge companies with big budgets," but for brands that don't have Netflix-like data or P&G-like budgets, taking the tech in-house is harder to pull off.
"That’s where a lot of agencies bring value --for clients that just can’t support that type of team," O'Dowd offered.