Observed Signal · Nov 21, 2018 · Thought Leadership · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
In-Housing: Better Cost of Quality via Agencies
In-Housing is a trending topic as brands consider bringing programmatic in-house, but the Cost of Quality can suffer without proper governance, data, and agency collaboration. Christian Ratsch, CEO of eComCon, argues that In-Housing represents a significant, multi-department investment—from talent recruitment to technology stacks and cross-functional processes—and should be driven from the top rather than adopted as a marketing-only change. The piece contrasts reports of poor agency transparency with experiences where specialized vendors integrate as an extension of the client team. Examples include Anheuser-Busch cautioning against chasing cost reductions alone, and a case where T-Mobile is moving SEA/SEO in-house first while Social and Programmatic are sequenced later. The author emphasizes that success depends on agile agency relationships, robust data analytics, and company-wide governance, not plug-and-play migration. The article also highlights that eComCon aims to partner with clients to improve Cost of Quality, rather than fully in-housing all capabilities.
Industry-relevant discussion on In-Housing and Cost of Quality with examples and strategic implications.
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Key Takeaways & Evidence Grounding
- In-Housing discussed at Programmatic I/O (New York), W&V Advertising Heroes (Munich), and IAB Europe Virtual Programmatic Day as a major topic.
- Anheuser-Busch cautioned that In-Housing should not be driven solely by cost reduction.
- A basic Ad-Tech stack can cost five figures per month.
- T-Mobile is bringing SEA/SEO In-House first, with Social and Programmatic considered later.
- eComCon positions itself as a partner that can act as part of the client's team, aiming to improve Cost of Quality.
Connected Companies & Entities
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