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Elad Miterany
July 24, 2025
Many times, I have observed that agencies like ours are sometimes seen as competition by in-house marketing teams. That is a common misconception. I am not a salesperson. I am a Senior Media Buyer. From my experience, agencies do not replace your in-house team. We support them and help deliver better results together.
In-house marketing teams manage a wide range of tasks. They build the brand, handle SEO and organic growth, and run paid campaigns on platforms like Google Ads, Meta and TikTok. Meanwhile, agencies like Mars Media Group specialize in programmatic advertising and mobile user acquisition, focusing on precise audience targeting and campaign optimization at scale. It is natural for internal teams to wonder about overlapping roles or control when agencies get involved. However, these concerns create opportunities for agencies to provide advanced tools, expertise, and technology that help maximize campaign performance and return on investment. Rather than replacing in-house teams, agencies complement their efforts by focusing on the technical execution and optimization that drive measurable business outcomes. Digital marketing today covers many complex operations, including paid advertising, conversion tracking, customer insights, analytics, and more, that require specialized accumulating knowledge and significant time investment. Agencies carry this workload, allowing internal teams to concentrate on strategic growth and brand development.
Some agencies bring powerful proprietary technology to optimize campaigns. Mars Media Group’s systems automate campaign management and optimizes performance based on goals like cost per install or cost per action. This technology enables precise audience targeting and efficient budget use. It complements the strategic and creative work done by the internal marketing team.
Artificial intelligence (AI) is transforming how we understand and reach audiences. We use AI tools to analyze audience behavior deeply and identify valuable segments that traditional methods may miss. For example, AI can uncover niche user groups, allowing us to tailor campaigns with greater accuracy. This leads to smarter targeting and personalization aligned with overall marketing strategies.
I have seen first-hand how strong collaboration between agencies and in-house teams drives campaign success. A key part of this process is thoroughly analyzing existing marketing campaigns, studying performance data to identify strengths, weaknesses, and untapped potential. For example, in money transfer sectors, data-driven audience profiling and geographic testing have significantly optimized return on investment. These efforts require constant communication and rapid adjustments. This partnership is key to achieving great results. While respecting confidentiality, these examples show the practical benefits of working together.
Trust and open communication are essential for overcoming hesitation between agencies and internal teams. Agencies free up internal resources by managing complex campaign tasks, leveraging advanced technology and enabling internal advertisers teams to focus on brand growth and long-term strategy. We bring fresh perspectives, proven successful tactics and take calculated risks testing new platforms or approaches. When aligned on shared goals, agencies and in-house teams become a dynamic, results-focused partnership.
One thing I’ve noticed that is often overlooked is consistency within a team. That is something very important, especially in high tech, where there is usually a lot of turnover. I’ve been working with the same group of people for many years, and we know each other well. We are in tune with one another, we help each other, and we collaborate closely. Many of us have worked together for five, seven, even ten years. We share ideas and support one another every day. That kind of connection creates a strong foundation that helps us deliver consistent, high-quality results.
I hope my perspective here helps break down some of the barriers and brings more understanding. At the end of the day, we are not competing with in-house marketing teams. We bring technology, data, and experience that help get the most from your campaigns. I have been in this business for years and have seen how close cooperation between agencies and in-house teams leads to better results. I hope this helps clear up what we do and shows how we can be real partners, working together to help you grow and succeed.
