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The CMOs Challenge

In: Programmatic Advertising

Author

Listed:
  • Ralf E. Strauss

    (German Marketing Association)

  • Jonathan Becher

    (SAP)

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.

Suggested Citation

  • Ralf E. Strauss & Jonathan Becher, 2016. "The CMOs Challenge," Management for Professionals, in: Oliver Busch (ed.), Programmatic Advertising, pages 179-192, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-319-25023-6_15
    DOI: 10.1007/978-3-319-25023-6_15
    as

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