You might’ve noticed something lately
Large advertisers, especially the ones spending over a million dollars a year, are starting to do things a little differently. A quiet transformation is changing who controls media budgets, data, and strategy and it’s happening faster than most people realize.

They’re not just outsourcing less.
They’re actually taking media management in-house.
And no, this isn’t just a passing trend anymore.
It’s a real shift. Global. And it’s picking up speed.

Now, that doesn’t mean agencies are out of the picture. Not at all.
In fact, they’re trying to adapt fast investing in tech, changing org charts, rethinking their value.

But a few big questions are hanging in the air:

• Can agencies really change their business model and culture, not just their tools?
• What are the biggest concerns for advertisers managing media in-house?
• And maybe most important: How can AI actually help both sides, not just one?

Let’s talk about what’s really going on.

🌍 The Global Picture: In-House is Rising

We studied the latest data across four major regions, focusing specifically on enterprise advertisers. The results are clear: this shift is not theoretical. It’s happening at scale.

Before we dive into the regional breakdown, here’s a quick visual summary:

🇺🇸 North America

• In 2015, about 42% of large advertisers managed media in-house
• In 2024, that number hit 82% among ANA members
• A leading telecom brand saved over $150M, while major streaming platforms doubled budgets and internalized programmatic
• The growth has slowed in recent years, suggesting the model has matured — but it’s now the default, not the experiment

🇪🇺 Europe

• 66% of major multinationals now have in-house teams
• Another 21% are actively considering it
• Cost efficiency is cited as the #1 reason by 83% of respondents
• The centralized studio model is most common, with fast-moving consumer goods, retail, and sportswear sectors leading the way

🌏 APAC

• Adoption among major advertisers is around 66%, with significant differences between markets (e.g., Taiwan: +11.9%, Singapore: +2.8%)
• AI is already playing a critical role — 42% of marketers use it for content creation and media optimization
• E-commerce and financial services brands are building strong in-house structures
• Digital ad spend is expected to reach 82% of total budgets by 2029

🌍 MENA

• Still early stage, but digital ad spend is growing at 23.9% CAGR
• Internet penetration rose from 35.3% in 2010 to 70.3% in 2023
• 72% of companies plan to invest in AI/ML in the next 3 years
• Government initiatives and tourism projects are already deploying in-house teams with AI-powered measurement tools
• The region shows the highest growth potential, despite lower maturity

🔑 Why It’s Happening

It’s simple:

• Cost savings
• Control over data and performance
• Faster decision-making
• Closer brand alignment

And maybe most important:

Advertisers are more aware than ever: the money and the data are theirs and that’s not going to change.

🛠️Agencies Aren’t Going Away. They’re Leveling Up.

We’re not witnessing an end; we’re watching a redefinition.

Agencies are still very much in the game. But they’re changing what they bring to the table.

Take WPP, for example.

Between 2019 and 2024, they spent £1.29 billion on restructuring.
It’s been a full reset; merging agencies, centralizing operations, and pouring money into AI.

At first glance, it sounds like a bold strategy.
But inside? It hasn’t been all smooth sailing.

“The constant restructuring is exhausting,” said a former WPP executive. “Every few months, it’s another change, another new leader, another layoff.”

Their acquisition of InfoSum, a privacy-first data platform, shows where the game is headed:
Agencies are trying to become data-first tech platforms, not just service vendors.

And while that makes strategic sense, it also raises questions:

How do you evolve fast enough without losing what made you valuable in the first place?

This is where the hybrid model starts to win.

Advertisers are building internal capability.
Agencies are investing in tech.
And in the middle, there’s space for real collaboration — the kind that’s built on trust, clarity, and shared goals.

🔄 The Rise of Hybrid Models

Not every brand will go fully in-house. And that’s okay.

• Some FMCG and personal care giants have the size and budget to build in-house at scale
• Digital-native startups and scale-ups often default to in-house from day one
• Others — especially in beauty, fashion, finance — are opting for hybrid setups: owning their data and strategy, while still leaning on agency partners for creative or executional scale

It’s not about replacing agencies.
It’s about redefining roles and realigning incentives.

⚙️ AI Isn’t Replacing. It’s Accelerating.

At the core of all this transformation whether you’re in-house or working with an agency is one thing: AI.

What used to need 20 people can now be done by five with the right tool

Platforms like Adin.AI are helping enterprise advertisers manage all their media investments in one place smarter, faster, and with full transparency. (Algorithmic Accountability)

And it’s not just theory.
The results speak for themselves:

• A global sportswear company saved nearly £7 million annually by internalizing media planning
• A major financial institution cut customer acquisition costs by 46%
• Several retail and beauty advertisers saw up to 150% ROI increase, without spending more

But Adin.AI isn’t just for advertisers.
Agencies are using it too, to manage more brands with leaner teams, reduce manual work, and focus on what matters: strategic thinking and creativity.

AI isn’t choosing a side. It’s removing the friction.

This isn’t about replacing people.
It’s about giving them the clarity, speed, and confidence to do better work.

So yes, media planning is changing.
But with the right tools, both brands and agencies can stay ahead of it.

So where are you in this transformation?
Going in-house? Testing hybrid? Still figuring it out?

Let’s talk. Drop your thoughts in the comments or reach out directly.

If this resonated with you, hit subscribe. I write about the future of media, marketing, and the tech that’s changing both without the jargon.

Sources

1. ANA (Association of National Advertisers): https://www.ana.net/content/show/id/79185
2. WFA (World Federation of Advertisers) Report: https://wfanet.org/knowledge/item/2023/12/20/In-housing-set-for-rapid-and-continued-growth-at-major-multinationals
3. IAB Europe’s Programmatic Advertising Report: https://iabeurope.eu/iab-europes-10th-annual-attitudes-to-programmatic-advertising-report-unveils-latest-market-insights-and-trends/
4. Campaign Asia Digital Surge Report: https://www.campaignasia.com/article/digital-surge-powers-apac-ad-growth-to-289-billion-in-2024/499795
5. Campaign Asia AI in In-Housing Article: https://www.campaignasia.com/article/why-ai-is-a-gamechanger-in-the-in-housing-playbook/501390
6. Astute Analytica MENA Digital Advertising Market: https://www.astuteanalytica.com/industry-report/middle-east-and-north-africa-digital-advertising-market
7. Think with Google MENA Marketing Trends: https://www.thinkwithgoogle.com/intl/en-emea/future-of-marketing/digital-transformation/mena-marketing-trends-2024-insights-for-2025/
8. IAB Internet Advertising Revenue Report: https://www.iab.com/wp-content/uploads/2024/04/IAB_PwC_Internet_Ad_Revenue_Report_2024.pdf

#InHouseMedia #MarketingStrategy #AdinAI #AIinAdvertising #AgencyEvolution #HybridModel #MediaLeadership