Marketers’ embrace of programmatic has created a new dynamic between brands and agencies. CMOs now need more than just media purchasing power, brand management and creative expertise. The real-time nature of digital advertising now necessitates a deeper command of data, insights and technology.
In partnership with MediaMath, The CMO Club surveyed more than 70 brand leaders, interviewed marketers from three major brands and talked with three of our leading agency clients to see how the partnership model between brand, agency and technology partner is evolving. The resulting whitepaper explores the areas in which agencies are providing strong value and others where they can skill up, with actionable tips to help. CMOs can also take steps toward bolstering their programmatic prowess to help themselves—and their partners—realize the best outcomes from their marketing efforts. Read the full survey results, quotes from our interviews and recommendations in the report.