6 Trends, die die Zukunft des digitalen Anzeigenverkaufs für Ad Ops ...
Die Dominanz der Online-Werbeausgaben wird sich dank Digital Out-of-Home (DOOH) ändern, wodurch es möglicht wird, Billboards mit ...
Digiday
Laut einer Studie von <anchor>Digiday</anchor> gaben 73% der Vermarkter an, dass die Einstellung von Talenten das größte Hindernis für die interne Vermarktung von Werbemitteln ist. Um dieses Problem zu lösen, hat Bayer mit Agenturen zusammengearbeitet, um seine digitale und programmatische Mediaplanung, den Verkauf, den Kauf, die Ausführung, die Strategie und die Analytik während eines zweijährigen Projekts zu integrieren.
Digiday Research: Talent is primary hurdle for bringing media buying in-house - Digiday
Digiday Research: Talent is primary hurdle for bringing media buying in-house - Digiday

[![Digiday](https://digiday.com/wp-content/themes/digiday/client/new-assets/images/digiday_logo.svg)](https://digiday.com/)

![Search](https://digiday.com/wp-content/themes/digiday/client/new-assets/images/icon_search.svg)![Close Search](https://digiday.com/wp-content/themes/digiday/client/new-assets/images/icon_close-black-alt.svg)

[Last chance:  Join us for the Digiday Publishing Summit \| Sept. 23-25 in Miami](https://digiday.com/events/digiday-publishing-summit-sep-24/?source=display&utm-source=display)

[![Digiday](https://digiday.com/wp-content/themes/digiday/client/new-assets/images/digiday_logo.svg)](https://digiday.com/)

[![Digiday](https://digiday.com/wp-content/themes/digiday/client/new-assets/images/icon_envelope-black.svg)](https://digiday.com/newsletters/ "Subscribe")

[Subscribe](https://digiday.com/subscribe/?utm_source=digiday.com&utm_medium=direct&utm_campaign=digidaydis&subscribe_button) \|
Login

Reader

- Digiday+ Member [Subscribe Now](/subscribe)
- [Digiday+ homepage](/plus)
- [FAQ](/frequently-asked-questions/)
- [Account Overview](/my-account/)
- Logout

[Last chance:  Join us for the Digiday Publishing Summit \| Sept. 23-25 in Miami](https://digiday.com/events/digiday-publishing-summit-sep-24/?source=display&utm-source=display)

News [Digiday +](https://digiday.com/plus/) [Podcasts](/podcasts/) [Events](/events) [Awards](/awards/)

![](https://digiday.com/wp-content/themes/digiday/client/new-assets/images/icon_close-white.svg)

- [News](/)
- [Digiday +](https://digiday.com/plus/)
- [Podcasts](/podcasts/)
- [Events](/events)
- [Awards](/awards/)

#### Hot Topics

- [The Programmatic Publisher](https://digiday.com/topic/programmatic-publisher/)
- [The Programmatic Marketer](https://digiday.com/topic/programmatic-luxury/)
- [Marketing on Platforms](https://digiday.com/topic/marketing-on-platforms/)
- [Life Beyond the Cookie](https://digiday.com/topic/life-beyond-the-cookie/)
- [Brands in Culture](https://digiday.com/topic/brands-in-culture/)
- [Gaming & Esports](https://digiday.com/topic/gaming-esports/)
- [Modern Newsroom](https://digiday.com/topic/modern-newsroom/)
- [All Topics](/topics/)

Login [Subscribe](https://digiday.com/subscribe/)

[My Account](/my-account/)Logout

- [Special Projects](https://digiday.com/series/special-projects/)
- [Digiday+ Research](https://digiday.com/series/research/)
- [WTF Series](https://digiday.com/series/wtf/)
- [Newsletters](/newsletters/)

![](https://digiday.com/wp-content/uploads/sites/3/2024/09/google-paperwork-digiday.png?w=160&h=100&crop=1)

[DOJ accuses Google of knowingly taking power from publishers as government enters emails and audio as evidence](https://digiday.com/marketing/at-trial-googles-frustrations-over-publishers-gaming-its-system-are-aired/ "DOJ accuses Google of knowingly taking power from publishers as government enters emails and audio as evidence")

- [Media](https://digiday.com/media/)
- [Marketing](https://digiday.com/marketing/)
- [Media Buying](https://digiday.com/media-buying/)
- [Future of TV](https://digiday.com/future-of-tv/)
- [Español](https://digiday.com/es/)

- [Special Projects](https://digiday.com/series/special-projects/)
- [Digiday+ Research](https://digiday.com/series/research/)
- [WTF Series](https://digiday.com/series/wtf/)
- [Newsletters](/newsletters/)

[Member Exclusive](https://digiday.com/plus/)

# Digiday Research: Talent is primary hurdle for bringing media buying in-house

By [Digiday](https://digiday.com/author/digiday-authors/)  •  September 17, 2018  •

- [Facebook](https://www.facebook.com/dialog/share?app_id=610029874501691&display=popup&href=https%3A%2F%2Fdigiday.com%2Fmarketing%2Fdigiday-research-talent-is-primary-hurdle-for-bringing-media-buying-in-house%2F%3Futm_medium%3Dsocial%26utm_campaign%3Ddigidaysiteshare&utm_source=facebook&redirect_uri= "Share on Facebook")
- [Twitter](https://twitter.com/intent/tweet?url=https%3A%2F%2Fdigiday.com%2Fmarketing%2Fdigiday-research-talent-is-primary-hurdle-for-bringing-media-buying-in-house%2F%3Futm_medium%3Dsocial%26utm_campaign%3Ddigidaysiteshare%26utm_source%3Dtwitter&text=Digiday%20Research%3A%20Talent%20is%20primary%20hurdle%20for%20bringing%20media%20buying%20in-house "Share on Twitter")
- [LinkedIn](https://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fdigiday.com%2Fmarketing%2Fdigiday-research-talent-is-primary-hurdle-for-bringing-media-buying-in-house%2F%3Futm_medium%3Dsocial%26utm_campaign%3Ddigidaysiteshare%26utm_source%3Dlinkedin&title=Digiday%20Research%3A%20Talent%20is%20primary%20hurdle%20for%20bringing%20media%20buying%20in-house "Share on LinkedIn")
- [Reddit](http://www.reddit.com/submit?url=https%3A%2F%2Fdigiday.com%2Fmarketing%2Fdigiday-research-talent-is-primary-hurdle-for-bringing-media-buying-in-house%2F%3Futm_medium%3Dsocial%26utm_campaign%3Ddigidaysiteshare%26utm_source%3Dreddit&title=Digiday%20Research%3A%20Talent%20is%20primary%20hurdle%20for%20bringing%20media%20buying%20in-house "Share on Reddit")

![senior talent needed](https://digiday.com/wp-content/uploads/sites/3/2017/10/SENIOR-DESIGNER.jpg?w=1030&h=579&crop=1)

This research is based on unique data collected from our proprietary audience of publisher, agency, brand and tech insiders. It’s available to Digiday+ members. [More from the series →](https://digiday.com/series/research/)

Nearly [one-in-four companies](https://digiday.com/marketing/digiday-research-56-percent-brands-plan-move-marketing-house/) are bringing some media-buying functions in-house, believing that it will lead to improved transparency and greater cost efficiencies. But those companies face one major challenge: hiring the right people to actually do it.

Seventy-three percent of client-side marketers said hiring the necessary talent was a significant obstacle to taking media buying in-house, according to a survey of 45 programmatic marketers at the May 2018 Digiday Programmatic Marketing Summit held in New Orleans.

There are several reasons why companies are struggle to attract talent from agencies. One is why media buyers would willingly restrict themselves to only working on one company “in a corporate and boring environment”, according to a [report by ID Comms.](https://content.idcomms.com/hubfs/2_Download_files/1_Reports/Files/ID%20Comms%202018%20Global%20Media%20Trading%20report.pdf?submissionGuid=29d171e4-94d7-40d0-839b-a5cec9a1dcc9) Travel-booking site Kayak said it [took them over a year](https://www.iab.com/wp-content/uploads/sites/3/2018/05/IAB_Programmatic-In-Housing-Whitepaper_v5.pdf) to hire the right people for their internal media team.

![](https://digiday.com/wp-content/uploads/sites/3/2018/09/copy-180912-how-retail-marketers-use-voice-marketing.png)

Media buyers have other incentives to stay at agencies, too, including access to greater resources and a larger array of projects and campaigns to contribute to and learn from. Additionally, mid-size companies that [lack the appeal of startups](https://www.bcg.com/en-us/publications/2018/time-to-bring-more-your-marketing-in-house.aspx) or the scale of major corporate brands could struggle to interest would-be employees.

In the Digiday survey, few marketers worried about obtaining buy-in from senior leadership. Just 15 percent of marketers said getting senior leaders was a challenge. That’s because developing internal media-buying often [leads to cost-savings](https://digiday.com/marketing/dpgate-digiday-research-cost-efficiencies-are-driving-media-buying-in-house/) which bodes well with executives focused on P&L.

However, arguments over cost saving can be used against in-house media teams and stress the importance of leadership buy-in. One in-house media buyer at a CPG company told Digiday an agency won over its executives by claiming it could get lower [rates for ad placements](https://digiday.com/marketing/management-thought-media-buying-just-saving-money-confessions-marketer/) than its internal team could. According the the media buyer who spoke with Digiday, the agency claiming to save money would have had to reduce rates by 25 percent on the last 30 percent of the uncommitted ad spend to meet their projection. Ultimately the executives sided with the agency and shut down its internal team.

- [Facebook](https://www.facebook.com/dialog/share?app_id=610029874501691&display=popup&href=https%3A%2F%2Fdigiday.com%2Fmarketing%2Fdigiday-research-talent-is-primary-hurdle-for-bringing-media-buying-in-house%2F%3Futm_medium%3Dsocial%26utm_campaign%3Ddigidaysiteshare&utm_source=facebook&redirect_uri= "Share on Facebook")
- [Twitter](https://twitter.com/intent/tweet?url=https%3A%2F%2Fdigiday.com%2Fmarketing%2Fdigiday-research-talent-is-primary-hurdle-for-bringing-media-buying-in-house%2F%3Futm_medium%3Dsocial%26utm_campaign%3Ddigidaysiteshare%26utm_source%3Dtwitter&text=Digiday%20Research%3A%20Talent%20is%20primary%20hurdle%20for%20bringing%20media%20buying%20in-house "Share on Twitter")
- [LinkedIn](https://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fdigiday.com%2Fmarketing%2Fdigiday-research-talent-is-primary-hurdle-for-bringing-media-buying-in-house%2F%3Futm_medium%3Dsocial%26utm_campaign%3Ddigidaysiteshare%26utm_source%3Dlinkedin&title=Digiday%20Research%3A%20Talent%20is%20primary%20hurdle%20for%20bringing%20media%20buying%20in-house "Share on LinkedIn")
- [Reddit](http://www.reddit.com/submit?url=https%3A%2F%2Fdigiday.com%2Fmarketing%2Fdigiday-research-talent-is-primary-hurdle-for-bringing-media-buying-in-house%2F%3Futm_medium%3Dsocial%26utm_campaign%3Ddigidaysiteshare%26utm_source%3Dreddit&title=Digiday%20Research%3A%20Talent%20is%20primary%20hurdle%20for%20bringing%20media%20buying%20in-house "Share on Reddit")

https://digiday.com/?p=303188

Trending in

- 01





[The Programmatic Marketer](https://digiday.com/topic/programmatic-luxury/)

[‘They’re wrong’: The Trade Desk CEO denies Roku rival rumor amid reports it’s building a smart TV operating system](https://digiday.com/marketing/theyre-wrong-the-trade-desk-ceo-denies-roku-rival-rumor-amid-reports-its-building-a-smart-tv-operating-system/ "‘They’re wrong’: The Trade Desk CEO denies Roku rival rumor amid reports it’s building a smart TV operating system")

[![](https://digiday.com/wp-content/uploads/sites/3/2023/03/trade-desk-openpath-digiday.jpg?w=68&h=68&crop=1)](https://digiday.com/marketing/theyre-wrong-the-trade-desk-ceo-denies-roku-rival-rumor-amid-reports-its-building-a-smart-tv-operating-system/)

- 02





[Google on Trial](https://digiday.com/topic/google-on-trial/)

[DOJ vs. Google: The arguments for and against the defendant’s (alleged) ad market monopoly](https://digiday.com/media-buying/doj-vs-google-the-arguments-for-and-against-the-defendants-alleged-ad-market-monopoly/ "DOJ vs. Google: The arguments for and against the defendant’s (alleged) ad market monopoly")

[![](https://digiday.com/wp-content/uploads/sites/3/2024/09/google-laptop-digiday.png?w=68&h=68&crop=1)](https://digiday.com/media-buying/doj-vs-google-the-arguments-for-and-against-the-defendants-alleged-ad-market-monopoly/)

- [Sponsored](https://digiday.com/sponsored/)

[How innovation is ushering in the next phase of advertising, post-Oracle](https://digiday.com/sponsored/how-innovation-is-ushering-in-the-next-phase-of-advertising-post-oracle/ "How innovation is ushering in the next phase of advertising, post-Oracle")

[![A figure walking up illuminated steps into the unknown as a result of innovation. Suggests moving forward into a new era of digital advertising and finding the right alternatives.](https://digiday.com/wp-content/uploads/sites/3/2024/09/Copy-of-trade-desk-openpath-digiday-1.webp?w=68&h=68&crop=1)](https://digiday.com/sponsored/how-innovation-is-ushering-in-the-next-phase-of-advertising-post-oracle/)

- 03





[Strategizing for the Future](https://digiday.com/topic/strategizing-for-the-future/)

[WPP, Omnicom and even Dentsu have a good day at the office (thanks to Amazon and eBay)](https://digiday.com/media-buying/wpp-omnicom-and-even-dentsu-have-a-good-day-at-the-office-thanks-to-amazon-and-ebay/ "WPP, Omnicom and even Dentsu have a good day at the office (thanks to Amazon and eBay)")

[![](https://digiday.com/wp-content/uploads/sites/3/2023/10/amazon-stage-digiday.png?w=68&h=68&crop=1)](https://digiday.com/media-buying/wpp-omnicom-and-even-dentsu-have-a-good-day-at-the-office-thanks-to-amazon-and-ebay/)


Most Read

- 01





[The Programmatic Marketer](https://digiday.com/topic/programmatic-luxury/)

[‘They’re wrong’: The Trade Desk CEO denies Roku rival rumor amid reports it’s building a smart TV operating system](https://digiday.com/marketing/theyre-wrong-the-trade-desk-ceo-denies-roku-rival-rumor-amid-reports-its-building-a-smart-tv-operating-system/ "‘They’re wrong’: The Trade Desk CEO denies Roku rival rumor amid reports it’s building a smart TV operating system")

[![](https://digiday.com/wp-content/uploads/sites/3/2023/03/trade-desk-openpath-digiday.jpg?w=68&h=68&crop=1)](https://digiday.com/marketing/theyre-wrong-the-trade-desk-ceo-denies-roku-rival-rumor-amid-reports-its-building-a-smart-tv-operating-system/)

- 02





[Google on Trial](https://digiday.com/topic/google-on-trial/)

[DOJ vs. Google: The arguments for and against the defendant’s (alleged) ad market monopoly](https://digiday.com/media-buying/doj-vs-google-the-arguments-for-and-against-the-defendants-alleged-ad-market-monopoly/ "DOJ vs. Google: The arguments for and against the defendant’s (alleged) ad market monopoly")

[![](https://digiday.com/wp-content/uploads/sites/3/2024/09/google-laptop-digiday.png?w=68&h=68&crop=1)](https://digiday.com/media-buying/doj-vs-google-the-arguments-for-and-against-the-defendants-alleged-ad-market-monopoly/)

- 03





[Strategizing for the Future](https://digiday.com/topic/strategizing-for-the-future/)

[WPP, Omnicom and even Dentsu have a good day at the office (thanks to Amazon and eBay)](https://digiday.com/media-buying/wpp-omnicom-and-even-dentsu-have-a-good-day-at-the-office-thanks-to-amazon-and-ebay/ "WPP, Omnicom and even Dentsu have a good day at the office (thanks to Amazon and eBay)")

[![](https://digiday.com/wp-content/uploads/sites/3/2023/10/amazon-stage-digiday.png?w=68&h=68&crop=1)](https://digiday.com/media-buying/wpp-omnicom-and-even-dentsu-have-a-good-day-at-the-office-thanks-to-amazon-and-ebay/)

- 04





[Content & Commerce](https://digiday.com/topic/content-commerce/)

[From ‘Jedi Blue’ to ‘Banksy’: What Google’s code names reveal in the DOJ’s landmark antitrust case](https://digiday.com/media-buying/from-jedi-blue-to-banksy-what-googles-code-names-reveal-in-the-dojs-landmark-antitrust-case/ "From ‘Jedi Blue’ to ‘Banksy’: What Google’s code names reveal in the DOJ’s landmark antitrust case")

[![](https://digiday.com/wp-content/uploads/sites/3/2024/09/google-tic-tac-toe-digiday.png?w=68&h=68&crop=1)](https://digiday.com/media-buying/from-jedi-blue-to-banksy-what-googles-code-names-reveal-in-the-dojs-landmark-antitrust-case/)

- 05





[Google on Trial](https://digiday.com/topic/google-on-trial/)

[Google’s ad tech impact on publishers front and center during opening day of DOJ’s antitrust trial](https://digiday.com/media/googles-ad-tech-impact-on-publishers-front-and-center-during-opening-day-of-dojs-antitrust-trial/ "Google’s ad tech impact on publishers front and center during opening day of DOJ’s antitrust trial")

[![](https://digiday.com/wp-content/uploads/sites/3/2024/09/google-scales-digiday.png?w=68&h=68&crop=1)](https://digiday.com/media/googles-ad-tech-impact-on-publishers-front-and-center-during-opening-day-of-dojs-antitrust-trial/)


### More in Marketing

[View More](https://digiday.com/marketing/)

![beauty stand](https://digiday.com/wp-content/uploads/sites/3/2021/01/beauty-stand.jpg?w=439&h=277&crop=1)

[Retail Revolution](https://digiday.com/topic/retail-revolution/)

#### [How Clinique launched on Amazon without cannibalizing sales from its other retail partners](https://digiday.com/marketing/how-clinique-launched-on-amazon-without-cannibalizing-sales-from-its-other-retail-partners/ "How Clinique launched on Amazon without cannibalizing sales from its other retail partners")

September 13, 2024

- [Facebook](https://www.facebook.com/dialog/share?app_id=610029874501691&display=popup&href=https%3A%2F%2Fdigiday.com%2Fmarketing%2Fhow-clinique-launched-on-amazon-without-cannibalizing-sales-from-its-other-retail-partners%2F%3Futm_medium%3Dsocial%26utm_campaign%3Ddigidaysiteshare&utm_source=facebook&redirect_uri= "Share on Facebook")
- [Twitter](https://twitter.com/intent/tweet?url=https%3A%2F%2Fdigiday.com%2Fmarketing%2Fhow-clinique-launched-on-amazon-without-cannibalizing-sales-from-its-other-retail-partners%2F%3Futm_medium%3Dsocial%26utm_campaign%3Ddigidaysiteshare%26utm_source%3Dtwitter&text=How%20Clinique%20launched%20on%20Amazon%20without%20cannibalizing%20sales%20from%20its%20other%20retail%20partners "Share on Twitter")
- [LinkedIn](https://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fdigiday.com%2Fmarketing%2Fhow-clinique-launched-on-amazon-without-cannibalizing-sales-from-its-other-retail-partners%2F%3Futm_medium%3Dsocial%26utm_campaign%3Ddigidaysiteshare%26utm_source%3Dlinkedin&title=How%20Clinique%20launched%20on%20Amazon%20without%20cannibalizing%20sales%20from%20its%20other%20retail%20partners "Share on LinkedIn")
- [Reddit](http://www.reddit.com/submit?url=https%3A%2F%2Fdigiday.com%2Fmarketing%2Fhow-clinique-launched-on-amazon-without-cannibalizing-sales-from-its-other-retail-partners%2F%3Futm_medium%3Dsocial%26utm_campaign%3Ddigidaysiteshare%26utm_source%3Dreddit&title=How%20Clinique%20launched%20on%20Amazon%20without%20cannibalizing%20sales%20from%20its%20other%20retail%20partners "Share on Reddit")

Speaking at Digiday media’s Retail Media Strategies event on Thursday morning, Maiah Martin explained the intricacies of Clinique’s wholesale retail strategy.

![](https://digiday.com/wp-content/uploads/sites/3/2024/03/ai-generation-digiday.gif?w=439&h=277&crop=1)

[Generative AI](https://digiday.com/topic/generative-ai/)

#### [With AI bias still a sticking point for clients, agencies mix human and technical fixes](https://digiday.com/marketing/with-ai-bias-still-a-sticking-point-for-clients-agencies-mix-human-and-technical-fixes/ "With AI bias still a sticking point for clients, agencies mix human and technical fixes")

September 13, 2024

- [Facebook](https://www.facebook.com/dialog/share?app_id=610029874501691&display=popup&href=https%3A%2F%2Fdigiday.com%2Fmarketing%2Fwith-ai-bias-still-a-sticking-point-for-clients-agencies-mix-human-and-technical-fixes%2F%3Futm_medium%3Dsocial%26utm_campaign%3Ddigidaysiteshare&utm_source=facebook&redirect_uri= "Share on Facebook")
- [Twitter](https://twitter.com/intent/tweet?url=https%3A%2F%2Fdigiday.com%2Fmarketing%2Fwith-ai-bias-still-a-sticking-point-for-clients-agencies-mix-human-and-technical-fixes%2F%3Futm_medium%3Dsocial%26utm_campaign%3Ddigidaysiteshare%26utm_source%3Dtwitter&text=With%20AI%20bias%20still%20a%20sticking%20point%20for%20clients%2C%20agencies%20mix%20human%20and%20technical%20fixes "Share on Twitter")
- [LinkedIn](https://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fdigiday.com%2Fmarketing%2Fwith-ai-bias-still-a-sticking-point-for-clients-agencies-mix-human-and-technical-fixes%2F%3Futm_medium%3Dsocial%26utm_campaign%3Ddigidaysiteshare%26utm_source%3Dlinkedin&title=With%20AI%20bias%20still%20a%20sticking%20point%20for%20clients%2C%20agencies%20mix%20human%20and%20technical%20fixes "Share on LinkedIn")
- [Reddit](http://www.reddit.com/submit?url=https%3A%2F%2Fdigiday.com%2Fmarketing%2Fwith-ai-bias-still-a-sticking-point-for-clients-agencies-mix-human-and-technical-fixes%2F%3Futm_medium%3Dsocial%26utm_campaign%3Ddigidaysiteshare%26utm_source%3Dreddit&title=With%20AI%20bias%20still%20a%20sticking%20point%20for%20clients%2C%20agencies%20mix%20human%20and%20technical%20fixes "Share on Reddit")

Brandtech Group’s AI company Pencil hopes a new anti-bias feature can give clients more confidence in the tech.

![](https://digiday.com/wp-content/uploads/sites/3/2023/10/money-lock-digiday.jpeg?w=439&h=277&crop=1)

[Marketing on Platforms](https://digiday.com/topic/marketing-on-platforms/)

#### [Google debuts ‘confidential matching,’ a move to quell advertisers’ concerns around data leakage](https://digiday.com/marketing/google-debuts-confidential-matching-a-move-to-quell-advertisers-concerns-around-data-leakage/ "Google debuts ‘confidential matching,’ a move to quell advertisers’ concerns around data leakage")

September 13, 2024

- [Facebook](https://www.facebook.com/dialog/share?app_id=610029874501691&display=popup&href=https%3A%2F%2Fdigiday.com%2Fmarketing%2Fgoogle-debuts-confidential-matching-a-move-to-quell-advertisers-concerns-around-data-leakage%2F%3Futm_medium%3Dsocial%26utm_campaign%3Ddigidaysiteshare&utm_source=facebook&redirect_uri= "Share on Facebook")
- [Twitter](https://twitter.com/intent/tweet?url=https%3A%2F%2Fdigiday.com%2Fmarketing%2Fgoogle-debuts-confidential-matching-a-move-to-quell-advertisers-concerns-around-data-leakage%2F%3Futm_medium%3Dsocial%26utm_campaign%3Ddigidaysiteshare%26utm_source%3Dtwitter&text=Google%20debuts%20%26%238216%3Bconfidential%20matching%2C%26%238217%3B%20a%20move%20to%20quell%20advertisers%26%238217%3B%20concerns%20around%20data%20leakage "Share on Twitter")
- [LinkedIn](https://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fdigiday.com%2Fmarketing%2Fgoogle-debuts-confidential-matching-a-move-to-quell-advertisers-concerns-around-data-leakage%2F%3Futm_medium%3Dsocial%26utm_campaign%3Ddigidaysiteshare%26utm_source%3Dlinkedin&title=Google%20debuts%20%26%238216%3Bconfidential%20matching%2C%26%238217%3B%20a%20move%20to%20quell%20advertisers%26%238217%3B%20concerns%20around%20data%20leakage "Share on LinkedIn")
- [Reddit](http://www.reddit.com/submit?url=https%3A%2F%2Fdigiday.com%2Fmarketing%2Fgoogle-debuts-confidential-matching-a-move-to-quell-advertisers-concerns-around-data-leakage%2F%3Futm_medium%3Dsocial%26utm_campaign%3Ddigidaysiteshare%26utm_source%3Dreddit&title=Google%20debuts%20%26%238216%3Bconfidential%20matching%2C%26%238217%3B%20a%20move%20to%20quell%20advertisers%26%238217%3B%20concerns%20around%20data%20leakage "Share on Reddit")

Media buyer teams hope Trusted Execution Environments will unlock closely guarded budgets, as marketers’ reliance on first-party data grows.

### DIGIDAY+

Get access to tools and analysis to stay ahead of the trends transforming media and marketing

[Subscribe](https://digiday.com/subscribe/ "Subscribe")

### My Account

Visit your account page to make changes and renew.

[Account](https://digiday.com/my-account/ "Account")

### Newsletter

Get Digiday's top stories every morning in your email inbox.

### Connect

Follow @Digiday for the latest news, insider access to events and more.

- [Like us on Facebook](https://www.facebook.com/digiday/ "Like us on Facebook")
- [Follow us on Instagram](https://www.instagram.com/digiday/ "Follow us on Instagram")
- [Follow us on Twitter](https://www.twitter.com/digiday "Follow us on Twitter")
- [Follow us on Threads](https://www.threads.net/@digiday "Follow us on Threads")
- [Follow us on LinkedIn](https://www.linkedin.com/company/digiday/ "Follow us on LinkedIn")
- [Follow us on Spotify](https://open.spotify.com/show/21TOeNMf1BLdSlQEdJ2rYY "Follow us on Spotify")

- [FAQ](https://digiday.com/frequently-asked-questions/)
- [Advertise](https://digiday.com/advertise/)
- [Privacy Policy](https://digiday.com/privacy-policy/)
- [Masthead](/masthead/)
- [Digiday Media](https://www.digidaymedia.com)

[![logo](https://digiday.com/wp-content/themes/digiday/client/new-assets/images/digiday_media.svg)](https://www.digidaymedia.com/)

© 2024\. All rights reserved