The CMOs Challenge

Ralf E. Strauss () and Jonathan Becher
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Ralf E. Strauss: German Marketing Association
Jonathan Becher: SAP

A chapter in Programmatic Advertising, 2016, pp 179-192 from Springer

Abstract: 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.

Keywords: Marketing Planning; Private Exchange; Programmatic Platform; Campaign Management; Digital Transformation (search for similar items in EconPapers)
Date: 2016
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DOI: 10.1007/978-3-319-25023-6_15

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