Digital Advertising Procurement building Synergies among CPO's, CMO's & Advertising Agencies

A fluid landscape prevails in the digital advertising industry as there is no winning formula for marketers. The digital advertising industry is evolving at a rapid pace with the evolution of new technologies. Holding companies and digital advertising agencies are competing with each other to win clients. On the other hand, marketers are trying out a trial and error approach to align their digital advertising strategy to their brand strategy. Though digital marketing has enhanced customer engagement it has also increased the burden on C-level executives.

While CMOs are having a tough time in allocating budgets and measuring effectiveness across emerging channels, the CPOs look to consolidate their agency base and bridge the gap between traditional and digital advertising. The agencies have the challenging task of meeting the client's ever increasing digital needs. This article focuses on the road blocks faced by the triad and the procurement road ahead that would help build synergies among them.