It reduced its programmatic buying costs by $ 10 - 11 m last year when it ditched GroupM , the world ’s largest ad company , and set up its own operation in - house in New Jersey . Bayer is planning to bring all digital media buying in-house by 2020. The company plans to in - source all of its digital media buying by 2020 . Bayer is currently working exclusively with MightyHive in the digital sector , although it still has links with agencies for TV ads and buying creative content . 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 .
It reduced its programmatic buying costs by $ 10 - 11 m last year when it ditched GroupM , the world ’s largest ad 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 sector , although it still has links with agencies for TV ads and buying creative content . 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 .