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September 18, 2014 – The CMO Club, the world’s most engaged and inspired community of Senior Marketing Executives, and strategic partner and leading programmatic technology company, MediaMath, today launched The CMO Solution Guide to Programmatic Marketing, designed to help CMOs benefit from programmatic’s promise to deliver quantifiable bottom line results and bring marketers closer to their customers.

To download your copy, click here.

Programmatic marketing — the use of machine-learning algorithms to automate and optimize the purchase of digital advertising in real time across multiple media channels — is exploding as a field of interest for marketers around the world. And, many marketers are already voting with their wallets.  Despite the explosive growth of programmatic marketing, however, many CMOs are still one level removed from the critical decisions that need to be made around programmatic marketing and often are not involved at all with their teams or agencies who are implementing programmatic marketing.

Therefore, The CMO Club and MediaMath set out to conduct research on the topic, better define programmatic marketing for CMOs, and provide an actionable solution guide for CMOs looking to adopt best practices.

“With high dollars at stake and lack of industry standardization, CMOs need guidance to help them quickly understand the key benefits their peers are seeing in deploying programmatic and a set of guiding principles they can trust for implementation,” said Pete Krainik, The CMO Club CEO and Founder.

For this report, 225 marketing executives were surveyed, representing a wide variety of industries to understand their awareness of, and investment in, programmatic. Through research and interviews with early adopters from leading companies, the Solution Guide focuses on defining the best practices of those CMOs who have successfully adopted programmatic strategies.  The common characteristics include:

  • Aligning the organization around programmatic
  • Driving the capture and usage of customer intelligence
  • Adopting a culture of testing

Rachel Meranus, SVP of Marketing for MediaMath, also commented: “At MediaMath, we’ve seen, firsthand, the outcomes that CMOs are able to achieve within their organizations when they take a vested interest in understanding the programmatic marketing approach. Not only do they drive greater campaign performance and efficiency of their marketing budgets, but they are also able to create seamless, relevant experiences for their consumers. This Solutions Guide will help accelerate a CMO’s understanding of programmatic and guide them to greater marketing success.”

Whether or not you are directly running day-to-day programmatic operations, CMOs and their teams will benefit from keeping abreast of programmatic developments as the technology is developing quickly and the quality of customer interactions becomes increasingly competitive to gain their loyalty.