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By 2020, Bayer will take all of its digital media buying in-house

November 15, 2018 / Ilyse Liffreing

German pharmaceutical company Bayer, maker of consumer health products such as Aleve and Advantix, is on a two-year mission to bring all media in-house. Bayer began building out its in-house programmatic operations in March 2017, and currently has a 10-person internal team that works in tandem with GroupM agency MediaCom on media buying. But starting in 2019, Bayer will drop this hybrid model and grow its internal marketing team to 20 or more people to handle everything from the strategy and planning of media buys to their execution.