Bayer reduced its programmatic buying costs by US$10 to US$11 million m 2020 when it ditched GroupM, the world’s largest media company, and set up its own operation in-house in UK . The company plans to in-source all of its digital media buying by 2020 . Bayer is currently working exclusively with MightyHive in the digital space, although it still has links with agencies for TV ads and buying creative work. Spending on programmatic and social advertising has increased and digital is already greater than TV according to Bayer , head of programmatic and social at Bayer .
Bayer reduced its programmatic buying costs by $10-11m last year when it ditched GroupM, the world’s largest media company, and set up its own operation in-house in New Jersey. The company plans to in-source all of its digital media buying by 2020. Bayer is currently working exclusively with MightyHive in the digital space, although it still has links with agencies for TV ads and buying creative work. Spending on programmatic and social advertising has increased and digital is already greater than TV according to Paul Gelb, head of programmatic and social at Bayer.