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.
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© 2016 Springer International Publishing Switzerland
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Strauss, R.E., Becher, J. (2016). The CMOs Challenge. In: Busch, O. (eds) Programmatic Advertising. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-319-25023-6_15
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DOI: https://doi.org/10.1007/978-3-319-25023-6_15
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