Without IT buy-in, in-housing programmatic media buying won't succeed long-term. IT often prioritizes other tasks, seeing marketing needs as lower on their list, posing a challenge to alignment.
Collaboration with IT is key for successful in-housing; other departments like CRM, legal, risk, and compliance are important too. Ally hired a translator to bridge communication gap with IT.
#programmatic-media-buying #in-housing #it-relationships #mar-tech-investment #internal-stakeholders
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