As AI revolutionizes digital marketing, the traditional media agency model faces an existential threat. AI-driven tools now allow advertisers to automate media buying, optimize campaigns in real time, and leverage first-party data without relying on external agencies. The efficiencies AI brings—faster decision-making, cost savings, and increased innovation—undermine the traditional role of agencies as intermediaries. Instead of paying high fees for outsourced expertise, brands can now more easily and cost effectively bring their media buying in-house with the right technology and talent.
However, even with the help of AI, in-housing is not as simple as flipping a switch. Advertisers still need guidance in navigating AI-driven media buying, integrating the right technology stack, and ensuring compliance with data privacy regulations. AI requires strong data infrastructure, high quality data, skilled teams, and strategic oversight to avoid inefficiencies or costly missteps. This is where consulting firms and specialized technology partners step in, offering the expertise needed to structure and scale in-house operations effectively.
While AI may be signaling the decline of the traditional agency model, it does not eliminate the need for expert support. Advertisers will still require strategic advisors, technology partners, and data specialists to maximize AI’s potential—just without the outdated agency overhead. The future is in-house, but the right help is still essential.
Your In-House Checklist and How InfoTrust Can Help
In-housing media buying is a strategic move that offers increased control and potential cost savings. However, it also presents challenges, especially with the integration of AI in digital marketing. Here’s how the considerations for in-housing align with AI-related issues identified by Forbes, and how InfoTrust can assist global advertisers in this transition:
1. Define the In-Housing Scope and Goals
AI-Related Challenge: Determining which AI-driven marketing functions to in-house requires clarity to ensure alignment with business objectives.
InfoTrust Support: InfoTrust offers strategic consulting to help define in-housing scopes, ensuring AI initiatives align with overarching business goals. Speak to us about our Data Strategy & Advisory (DS&A) solution.
2. Build the Right Team and Talent Strategy
AI-Related Challenge: Recruiting talent proficient in AI technologies is essential for effective in-house media buying.
InfoTrust Support: InfoTrust provides training and development programs to equip in-house teams with the necessary skills for effective media buying using AI embedded in the Google Marketing Platform stack.
3. Tech Stack and Infrastructure Readiness
AI-Related Challenge: Integrating AI tools into existing systems requires a robust infrastructure.
InfoTrust Support: InfoTrust assists in evaluating and implementing AI-compatible technologies, ensuring seamless integration with current systems. InfoTrust can help you set up data integrations in your GCP environment to pull data from marketing platforms like GMP into your BigQuery data warehouse.
4. Data Ownership, Privacy, and Compliance
AI-Related Challenge: Managing data privacy and compliance is crucial, especially with AI’s reliance on vast data sets. Consumers expect a privacy-first experience, with 89 percent wanting more control over their data.
InfoTrust Support: InfoTrust specializes in data governance and privacy, helping organizations navigate regulations like GDPR and CCPA while implementing AI strategies.
5. Media Buying and Contracts Transition
AI-Related Challenge: Transitioning to in-house media buying involves renegotiating contracts with AI tool vendors.
InfoTrust Support: InfoTrust offers GMP licenses and technologies plus we offer guidance on tools that would work together. Trust our team to design a dependable digital foundation and make faster decisions with AI driven and auto-updating dashboards, reports, and visualizations—all in one easily-accessible place.
6. Measurement, Analytics, and Performance Tracking
AI-Related Challenge: Implementing AI requires robust analytics to measure performance accurately.
InfoTrust Support: InfoTrust provides advanced analytics solutions, enabling precise measurement of AI-driven campaigns and facilitating data-driven decision-making.
7. Internal Workflows and Cross-Functional Collaboration
AI-Related Challenge: Integrating AI into workflows necessitates collaboration across departments.
InfoTrust Support: InfoTrust helps design workflows that incorporate AI tools, fostering collaboration between teams for seamless operations.
8. Test and Iterate with a Phased Approach
AI-Related Challenge: Implementing AI should be done incrementally to manage risks effectively.
InfoTrust Support: InfoTrust wants to support your team by creating the best cloud processes that are secure, durable, and efficient. And, we know how to set your analytics collection, governance, automation, and data pipeline in the best way for you, laying a foundation for deep value in the data. Our goal is for you to find the value in Google Cloud—and we will make sure you do.
9. Contingency Plan and Flexibility
AI-Related Challenge: Preparing for AI-related challenges requires flexible strategies.
InfoTrust Support: Our team develops digital analytics architectures for organizations with one (or many) sites and supports massive global organizations with hundreds (and sometimes thousands) of digital analytics assets—all while ensuring compliance with global initiatives preparing you for what is next.
Get Started with InfoTrust
If you’re considering in-house media buying, InfoTrust is here to help. Our team will guide you through every step, ensuring a seamless transition and unlocking the full potential of your in-house media buying and AI investment.
By aligning in-housing strategies with AI considerations and leveraging InfoTrust’s expertise, global advertisers can navigate the complexities of in-house media buying effectively.
Contact us today to learn how we can help you achieve better insights, improved compliance, and strategic analytics success!
