SUMMARY REPORT

Study of In-housing: Strategic Direction, Trends, and Perceptions of Major Brands

Ben Jankowski & Tobias Wolf, Modern Media Solutions (June 2023)

This new, in-depth study reveals how sixteen leading advertisers from around the world work today—and their aspirations for the future.

To learn more about the goals and needs of our current and future clients, Hudson MX commissioned an independent consulting firm, Modern Media Solutions, to delve into the state of affairs, challenges, and needs of advertisers and their media teams.

We asked a consultant team to survey & interview a group of large-scale advertising teams with various levels of in-house media operations. Advertisers participating in this research study, three-fourths of whom were listed among the 200 leading US national advertisers for 2023, shared a collective media spend of over $6 billion per year. The findings offer a thoughtful synthesis of the strategies these industry leaders employ today and their forward-looking visions for the future.

About Modern Media Solutions
Modern Media Solutions provides real-world, tangible, practical, and sustainable marketing solutions, working with a broad portfolio of clients to identify opportunities and challenges, develop and execute solutions, and manage progress toward north star objectives.

Ben Jankowski
Founder & CEO
Modern Media Solutions

Former Group Head Global Media, MasterCard, Head of Global Accounts, OMD APAC, Global Account Director, OMG

Tobias Wolf
Consulting Partner
Modern Media Solutions

Founder & CEO, Paradigm Shift Consulting, & former Managing Partner, Mindshare

What industry leaders are saying…

“Hudson fills an important gap in the media supply chain by linking up internal and external data in one unified place. This enables tighter financial control and  the automation of previously manual, error prone work like reconciling media invoices.”

—Denis Budniewski, Executive Director of Marketing Investment & Transformation, Verizon

“Hudson MX is the modern tech foundation agencies have been clamoring for and advertisers are catching on to. It opens the doors to a lot of new ways of doing business. In the last few years we’ve seen some of our most forward-thinking clients begin working with Hudson MX to reimagine what’s possible.” 

—Michael Kassan, Chairman & CEO, MediaLink

“We know first-hand that the technology platforms available to manage and reconcile media spending just cannot cope today let alone with the volumes of tomorrow.  We have invested in Hudson MX to ensure the world has a solution for this problem.”

—Duncan Painter, CEO, Ascential

Explore how Hudson powers the future of media buying

  • The Digital Media Buying Frontier

    Leveraging technology for efficiency, control, & omnichannel strategy.

    Get the Guide

  • The MX Platform™: Under the Hood

    Built for access to real-time spend, performance, & campaign data.

    Watch highlight

  • Unified Workflows for all Media

    Collaborative, streamlined, & effective omnichannel media activation.

    See how it works

  • Connects to all Your Other Tech & Data

    Two-way integrations means systems are always in sync and up to date.

    Learn more

  • Empowering Media Finance Teams

    Creating new value for
    agencies and clients

    Get the Guide

However you activate media, we can help make it faster, easier, and more effective

Talk to one of our in-housing, agency, or co-housing strategists about how we’re helping leading brands and agencies save time, ensure end to end financial control, and boost ROAS.