Introduction
In-Housing Programmatic is emerging as a game-changer in the world of programmatic advertising. By internalizing programmatic capabilities—both tech and talent—brands can gain more transparency, agility, and ultimately greater ROI.
According to eMarketer’s 2025 Ad Tech Trends, programmatic ad spending is projected to exceed $200 billion by 2026, despite mounting privacy challenges.
Yet, Basis Technologies reports that only 32% of marketers had in-house capabilities as of 2023—highlighting the tremendous opportunity for transformation in 2025.
The Rise of Retail DSPs
Retail Demand-Side Platforms (DSPs) empower advertisers to run campaigns both on-site and off-site, offering closed-loop measurement and first-party data advantages.
Key players include:
- Amazon DSP: Targets audiences both on and off Amazon.
- Walmart Connect DSP: Tracks user behavior across Walmart’s website, app, and stores.
Bringing these platforms in-house minimizes reliance on third-party agencies and enhances control over audience data, attribution, and budget allocation.
Building Your In-House Programmatic Stack
To run your retail media in-house effectively, you’ll need to assemble a solid foundation:
Programmatic Platform
Secure DSP access and licenses for platforms like Amazon, Walmart, or Basis.
Data Management
Leverage your first-party data and integrate it with a CDP to create rich audience segments.
Team Structure
Define roles and responsibilities clearly. Reference our Ideal Retail Media Team guide for a full breakdown.
Governance
Establish transparent processes for:
- Budget approvals
- Creative development and reviews
- Regular performance audits
Hybrid Models in 2025
A Hybrid Model allows brands to manage core programmatic functions internally, while outsourcing high-effort or high-specialization activities.
Example: Run Sponsored Products in-house, but outsource CTV campaigns or audience expansion efforts.
This hybrid setup gives brands:
- Cost efficiency
- Operational control
- Access to specialized talent when needed
Best Practices & Next Steps
Start Small
Begin with one DSP and a single campaign type.
Measure Smart
Use control groups and frameworks like iGRP vs ROAS to measure real lift.
Iterate Weekly
Optimize bids, creatives, and audience segmentation every 7 days.
This is the ninth article in the Retail Media Mastery series.
In the next installment, we’ll dive into strategies for thriving in the Cookieless Era, and how to fully leverage retailer first-party IDs.
Stay tuned.
