The CMOs Challenge

Abstract

Programmatic Advertising offers the ability to provide individuals with authentic, personalized content – and to do so in an efficient way that minimizes budget. As a significant evolution in online marketing, Programmatic Advertising relies on creating more robust user profiles based on first and third-party data and pairing cookie data with log-in and CRM information. Like other digital transformations, Programmatic Advertising presents a variety of challenges to the CMO, such as building up the necessary skill-sets, change management to support the transformation, and the integration into existing processes and IT landscapes. Outsourcing provides some short-term advantages, but as programmatic spend increases, internal structures and competencies will be required.