“If you haven’t gotten around to fixing something yet, bringing something in-house is not that fix.” So says Gosha Khuchua, Ticketmaster’s senior director of digital and programmatic media, on this episode of Digiday Live, recorded at the Digiday Programmatic Summit.
The decision to take programmatic in-house involves the initial cost of investment with the benefits of gaining control and transparency in media buying. In this episode, Khuchua shares what online purchasing platform Ticketmaster has learned about itself when it took on the task of moving programmatic inside the organization.
