Discussions about bringing programmatic in-house are common but often shortsighted. The best marketers know that in-housing isn’t really about programmatic buying at all—it’s about the data and insights that power it. eMarketer’s Lauren Fisher spoke with Gawain Owen, UK digital strategy director at the online marketing agency Jellyfish, about how brands are making the decision to in-house their programmatic advertising efforts and the biggest challenge they have to overcome.