The telecommunications company has also eliminated media agencies from the programmatic buying process in order to control consumer data, minimize ad fraud and improve media transparency, according to Rob Roy, chief digital officer for Sprint.

“We are now taking full ownership,” said Roy.

Transparency has to be on the list — we want to have full insight into every dollar we spent.”

Moving programmatic in-house doesn’t mean Sprint is building a brand new demand-side platform to buy media.

Instead, the brand has built “in-house data lakes” — where large chunks of different data sets are stored in their native format — and is working with Adobe as its data management platform and four DSPs, including Google DoubleClick Bid Manager, according to Roy.

He said Sprint will soon consolidate the four DSPs.

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