The End of the Era of "Outsourcing" Digital Advertising Operations? What is the New In-house Digital Advertising Operation System Revealed Through Challenges Unique to Each Position

Testify Inc. (Location: Minato-ku, Tokyo, Representative Director: Daizo Negishi) conducted a survey on "Challenges in Digital Advertising Operations and Switching to In-house Operations" targeting 1 Management, 2 Marketing Managers, and 3 Advertising Operations Staff at EC, SaaS, and BtoB companies.

With the expansion of the digital advertising market, while the use of advertising agencies has become commonplace, some companies are considering establishing an in-house system for digital advertising operations.

So, what kind of challenges do companies actually face with advertising agencies, and to what extent are they considering in-house operations?

Therefore, Testify Inc. (https://testify.co.jp/), which provides digital marketing consulting, conducted a survey on "Challenges in Digital Advertising Operations and Switching to In-house Operations" targeting 1 Management, 2 Marketing Managers, and 3 Advertising Operations Staff at EC, SaaS, and BtoB companies.

Survey Overview: Survey on "Challenges in Digital Advertising Operations and Switching to In-house Operations"

[Survey Period] May 14, 2026 (Thu) - May 18, 2026 (Mon)

[Survey Method] Internet survey conducted by PRIZMA (https://www.prizma-link.com/press)

[Number of Respondents] 1,016 people (1 336 / 2 338 / 3 342)

[Target Audience] Monitors who responded that they are 1 Management, 2 Marketing Managers, or 3 Advertising Operations Staff at EC, SaaS, or BtoB companies at the time of the survey.

[Survey Source] Testify Inc. (https://testify.co.jp/)

[Monitor Provider] Sakurisa

Over 90% Utilize Advertising Agencies; Challenges by Position Revealed Behind High Satisfaction

First, when asked about "Your company's current digital advertising operation system," approximately 90% responded that they "fully outsource to an advertising agency (37.2%)" or "combine outsourcing to an advertising agency with in-house operations (54.4%)."

With over 90% of companies utilizing external advertising agencies, including full and partial outsourcing, it appears that the general approach to digital advertising operations involves incorporating external expertise rather than handling it solely in-house.

How do companies that outsource work to external parties evaluate their current systems?

When asked "Are you satisfied with the advertising agency you currently use?" to those who responded "fully outsource to an advertising agency" or "combine outsourcing to an advertising agency with in-house operations" in the previous question, over 80% answered "very satisfied (27.3%)" or "somewhat satisfied (55.3%)."

While many companies are generally satisfied with the support from agencies, it was also revealed that about 20% have some form of dissatisfaction. This suggests that there is room for improvement in operational systems and support content.

What specific points are causing dissatisfaction?

When asked "Reasons for dissatisfaction with the current advertising agency (multiple answers possible)" to those who responded "not very satisfied" or "not at all satisfied" in the previous question, the results were as follows:

Management:

"High fees and poor cost-effectiveness (56.3%)"

"Lack of transparency in operational status and settings (43.8%)"

"Inability to accept explanations for factors of performance decline or reasons for improvement (39.6%)"

Marketing Managers: "High fees and poor cost-effectiveness (53.1%)" "Inability to accept explanations for factors of performance decline or reasons for improvement (53.1%)" "Lack of transparency in operational status and settings (44.9%)"

Advertising Operations Staff: "Slow response/stressful communication (50.8%)" "High fees and poor cost-effectiveness (49.2%)" "Inability to accept explanations for factors of performance decline or reasons for improvement (47.7%)"

The focus of dissatisfaction was divided between "management and marketing managers" who prioritize cost-effectiveness, and "on-site operations staff" who seek speed and smooth collaboration in daily interactions. This indicates that the expected role of an agency differs depending on one's position within the company.

Growing Need for In-house Digital Advertising Operations, but Talent Development and Lack of Expertise are Barriers

In light of these challenges, how are companies reviewing their future operational systems?

When asked "What are your thoughts on "doing advertising operations in-house" in the future?" to those who responded "fully outsource to an advertising agency" regarding their digital advertising operation system, over 90% answered "decided/planning to transition to partial in-house operations within one year (52.9%)" or "specifically considering in-house operations (32.8%)."

It appears that many companies currently fully outsourcing are considering future in-house operations. This suggests a growing trend not only to rely on external parties but also to accumulate in-house operational know-how and proactively manage advertising operations.

What are the objectives behind the increasing desire for in-house operations?

When asked "Reasons for operating or considering operating advertising in-house (multiple answers possible)" to those who responded "combine outsourcing to an advertising agency with in-house operations" or "fully operate in-house" regarding their digital advertising operation system, and those who responded "decided/planning to transition to partial in-house operations within one year" or "specifically considering in-house operations" in the previous question, the most common answer was "to accumulate operational know-how and expertise within the company (56.7%)." This was followed by "to reduce the costs associated with advertising operations (e.g., agency fees) (46.7%)" and "to increase the speed of the PDCA cycle (implementation and improvement of measures) (36.7%)."

"Accumulating know-how within the company" was cited as the biggest reason, surpassing cost reduction. This indicates that many companies aim to build expertise and operational experience in-house, not just to outsource the work. The increase in PDCA cycle speed was also a high-ranking reason, suggesting a need to conduct advertising operations more proactively and swiftly.

However, there appear to be obstacles in actually proceeding with in-house operations.

When asked "Challenges in operating or considering operating advertising in-house (multiple answers possible)" to those who responded "combine outsourcing to an advertising agency with in-house operations" or "fully operate in-house" regarding their digital advertising operation system, and those who responded "decided/planning to transition to partial in-house operations within one year" or "specifically considering in-house operations" in the previous question, the most common answer was "lack of know-how and time for training existing in-house members (44.8%)." This was followed by "inability to keep up with updates on the latest advertising media (40.3%)" and "difficulty in hiring specialized personnel for advertising operations (36.7%)."

While the desire for in-house operations is high, many companies face practical hurdles such as "lack of know-how and time for talent development" and "delays in responding to the latest information" when they try to implement it. This highlights the difficulty of completing an ideal operational system solely within the company. The difficulty in hiring specialized personnel was also a top reason, indicating that securing talent is also a barrier to building an operational system.

Gaps in Internal Perception Revealed: Advertising Operations Support Shifts from "Agency" to "Partnership"

To overcome practical hurdles such as "talent development" and "resource shortages" for in-house operations, organizational cooperation is essential. However, are internal perspectives aligned when it comes to restructuring advertising operations?

When asked all respondents "Do you feel there is a gap in the perception of challenges between "management" and "on-site staff" within your company regarding current advertising operations and marketing activities?", approximately 90% answered "strongly feel (32.5%)" or "somewhat feel (56.5%)."

It appears that a gap in the perception of challenges exists between management and on-site staff in many companies.

Specifically, in what areas do these perception gaps occur?

Management:

"Perception of necessary budget and resources (61.7%)" "Goals sought from advertising (e.g., CPA focus vs. sales volume focus) (47.0%)" "Speed of results from measures (42.5%)"

Marketing Managers: "Perception of necessary budget and resources (62.0%)" "Speed of results from measures (48.4%)" "Goals sought from advertising (e.g., CPA focus vs. sales volume focus) (35.1%)"

Advertising Operations Staff: "Perception of necessary budget and resources (66.8%)" "Speed of results from measures (52.2%)" "Goals sought from advertising (e.g., CPA focus vs. sales volume focus) (33.6%)"

It was found that "perception of necessary budget and resources" was the most significant gap across all attributes. However, there were differences in the subsequent items, with management tending to emphasize gaps in "goal setting," while on-site staff may perceive "speed of results" as a more practical challenge.

What is considered necessary to resolve challenges and achieve results?

When asked "In order to maximize the cost-effectiveness of digital advertising, which areas/systems should your company review? (multiple answers possible)", the most common answer was "skill improvement of operations staff and building an in-house operation system (56.3%)." This was followed by "alignment of advertising goals (KPIs) and perceptions between management and on-site staff (40.2%)" and "optimization of fees paid to advertising agencies and budget allocation for advertising media (39.3%)."

It is evident that strengthening internal systems, such as "staff skill improvement," "internal goal alignment," and "budget allocation optimization," is prioritized over reviewing external costs like agency fees. This suggests that many companies are interested in improving their internal systems and developing human resources to operate more proactively in-house.

Finally, we asked about the roles expected of external partners in future advertising operations.

When asked "What kind of support do you expect from external partners in future advertising operations? (multiple answers possible)", the most common answer was "support for building and developing in-house capabilities so that internal staff can operate independently (43.4%)." This was followed by "support for strategy planning and advanced analysis (41.0%)" and "dispatch of professional personnel with specialized knowledge (27.4%)."

While there was a need for "dispatch of professional personnel with specialized knowledge (27.4%)," it was revealed that "support for building an environment where internal staff can operate independently" and "support for strategy planning" are more in demand than fully outsourced agency-style support.

[Summary] Current State of Digital Advertising Operations and Solutions for In-house Challenges Based on Survey Results

This survey has revealed companies' real challenges in digital advertising operations and their thoughts on future operational systems.

Currently, many companies entrust their operations to advertising agencies. However, some voices expressed dissatisfaction with "fees that do not match cost-effectiveness," "explanations regarding results," and "slow response times."

While management prioritizes the balance between cost and results, on-site staff struggle with the speed of daily interactions, indicating that expectations from agencies differ based on position.

Despite these challenges with outsourcing, approximately 80% of companies currently outsourcing to agencies are considering or planning for "in-house operations." This is not solely to resolve dissatisfaction with agencies but is driven by proactive reasons such as "accumulating operational know-how and expertise within the company" and "improving speed of execution," aiming for the company's own growth. However, when attempting to operate in-house, significant human resource barriers such as "lack of time and know-how for training staff" and "inability to hire specialized personnel" are encountered.

Furthermore, a "gap in the perception of challenges between management and on-site staff" within companies has become apparent. In addition to a gap in the "perception of necessary budget and personnel," management feels a difference in "advertising goals" while on-site staff feel a difference in "speed of results." Leaving these internal perception gaps unaddressed could become a hurdle to smoothly establishing new systems and achieving effective advertising operations.

To solve these challenges, companies are seeking "training support for internal staff to operate independently" and "support for strategy development" from external partners, rather than simply having them "act as agents."

To consistently achieve results in digital advertising, it is crucial to establish a system where management and on-site staff share the same goals and accumulate operational know-how within the company. Precisely at the time of switching to in-house operations, the existence of external services that cooperate to enable the company to operate independently, from overall strategy development based on business goals to on-site skill improvement, could be a major point for business growth.

"Digital Advertising Operations In-house Support Service" Connecting Management's "Business Results" and On-site Staff's "Practical Know-how"

Testify Inc. (https://testify.co.jp/), which conducted the survey on "Challenges in Digital Advertising Operations and Switching to In-house Operations," offers the "Digital Advertising Operations In-house Support Service" (https://testify.co.jp/inhouse/) committed to helping companies become self-sufficient.

Selected as "Google Ads 2026 Premier Partner" for 3 Consecutive Years, Awarded to Top 3% in Japan!

Testify Inc. is a company holding the Google Ads 2026 Premier Partner status.

The Google Ads 2026 Premier Partner status is awarded annually to only the top 3% of agencies in Japan. As of February 25, 2026, only 3,110 companies worldwide and a mere 99 companies in Japan hold this highest-tier partner status. This is our third consecutive selection since the certification began in fiscal year 2024.

This status is awarded to companies highly evaluated based on the following strict criteria, in addition to the usual partner requirements:

- Growth rate of existing clients

- Growth rate of new clients

- Client retention rate

- Service diversification

- Annual management spend

Service/Product Introduction

Testify Inc. (https://testify.co.jp/), which conducted the survey on "Challenges in Digital Advertising Operations and Switching to In-house Operations," offers "Google Ads In-house Consulting" to support client companies in building systems that can be completed in-house.

What is "Google Ads In-house Consulting"?

This is a partnership-based consulting service aimed at helping companies operate digital advertising in-house and ultimately achieve a state where operations can be fully completed internally. By eliminating unnecessary meetings and report creation and focusing on "advice directly linked to results," we provide high-quality support at a low cost.

<Solves the following digital advertising operation concerns>

- Want to switch operations to in-house, but lack the know-how or time for training

- High fees paid to advertising agencies, resulting in poor cost-effectiveness

- Discrepancy in perceptions between management and on-site staff regarding advertising goals and resources

【Features of this Service】

POINT.01 Expertise from Top 3% "Premier Partner" Available from ¥50,000/month

While typical in-house support costs range from ¥200,000 to ¥500,000 per month, we achieve Premier Partner quality consulting from ¥50,000 per month by thoroughly eliminating waste.

We provide know-how at an overwhelming cost-performance.

POINT.02 Eliminates the "Black Box" of Agency Operations

We conduct detailed analysis of operational history, which tends to be opaque when left to agencies.

By visualizing past successful patterns and inefficiencies, and disclosing all thought processes,

we build a transparent and convincing operational system.

POINT.03 Practical Lectures Enabling On-site Staff to Operate Independently

Instead of mere lectures or manual provision, we conduct "lectures through actual projects" where we operate the actual management screens together.

We support the acquisition of practical skills such as bid adjustments and AI utilization.

★ Account Diagnosis is Free

Before providing our services, we offer a free diagnosis of your advertising account, sharing an assessment of its current status and areas for improvement. Would you like to diagnose whether your company's account is suitable for in-house operations through a 30-minute online meeting?

Digital Advertising Operations In-house Consulting: https://testify.co.jp/inhouse/

Testify Inc. Official Website: https://testify.co.jp/

Representative Director: Daizo Negishi

Daizo Negishi, Representative Director of Testify Inc.

While attending Aoyama Gakuin University's Faculty of Economics, he founded Microglobe Inc. in December 2005, supporting companies' WEB marketing. In December 2011, he sold the company's shares to Tokyo Lithographic Co., Ltd. (Stock Code: 7861), which offers comprehensive printing services. After serving as an outside director for Image Magic Inc. (Stock Code: 7793), which develops WEB to Print business, a director at Tokyo Lithographic Co., Ltd. (Stock Code: 7861), and a director at Nihon Sohatsu Group Inc. (Stock Code: 7184), he launched the strategic consulting business centered on digital marketing at Testify Inc. in April 2017. Despite being a very small organization with effectively "1 person + alpha" employees, he has achieved the highest Google Ads rank of "Premier Partner" for three consecutive years (2024-2026) and has appeared as a guest on BS TV Tokyo's "NIKKEI NEWS NEXT" as a top runner "AI Solopreneur" (an entrepreneur who utilizes AI).

Testify Inc.

About Testify Inc.

With the motto "Testify business with digital marketing," we provide consulting for operational advertising, primarily Google Ads. We have earned high trust from companies seeking fundamental results, regardless of industry or scale.

Company Name: Testify Inc.

Representative: Daizo Negishi, Representative Director

Location: 2-2-8 Minami-Aoyama, Minato-ku, Tokyo

Business Activities: Digital marketing consulting, digital advertising operations, data analysis support

URL: https://testify.co.jp/

[Contact Information for Inquiries]

Testify Inc. E-mail: [email protected]