Netflix is one of a limited number of brands that built and now operates its own in-house programmatic team. The benefits of this are significant - ownership of intellectual capital and data insight, the potential for improved agility across channels and greater cohesion and customization based on the organization's needs. But when should a brand build an in-house programmatic team and how can it be done effectively? Netflix's senior manager of programmatic buying will discuss these and other questions about what it's like for a brand to build its own internal programmatic system.

1. Choosing your
programmatic
approach:
in-house or agency

2. #1 How to decide
#2 Advice for in-house

3. Goals
Testing
Low
Siloed
Standard
versus
Long-haul
High volume
Cross-channel
Advantage

4. Resources
Agency & trading desk specialization:
Have background & budget to hire?
Strategy
Ad tech
Planning
Activation
Optimization
Analytics

5. Culture
Strategic blind spots?
Appetite for risk?
Teams share openly?
Prepared to retain IP?
Truly tech savvy?
(Be honest!)

6. #1 How to decide
#2 Advice for in-house

7. Plan Ahead
Take time to get educated
Create a prioritized plan
Set realistic expectations
If you don’t care where you’re going,
then it doesn't matter which way you go.

8. Start Strong
Hire an experienced team
Buy and build the right tools
Encourage partner collaboration

9. Keep Momentum
Encourage education
Agency teams have each other.
Who will your team have?
Celebrate success…
…but don’t rest on laurels

10. Key Takeaways
1. Have an open internal debate
2. Create goal, plan to achieve it
3. Ensure all-in hiring & collaboration

11. THANK YOU