Advertisers looking to take more control over their media buying have to make some tough choices. Do they pressure their vendors into making concessions? Or do they set out to build their own technology to replace the vendors altogether?

When determining whether it is worth it to build their own technology, cost is the most prominent criteria guiding ad buyers’ decisions. In June, Iponweb and ExchangeWire surveyed 129 media agency professionals worldwide, and about 70% of them said that cost of set up and maintenance is an important factor to consider when evaluating whether or not to build their own ad tech. The results indicate that other variables—like ease of installation, reach and reporting capabilities—were secondary to price.