Home / Insights / Digital Advertising Procurement: Building Synergies among the Triad ? CPO, CMO & Advertising Agencies

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Digital Advertising Procurement: Building Synergies among the Triad ? CPO, CMO & Advertising Agencies

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by Prashanth S , Senior Research Analyst
28 March 2013

A fluid landscape prevails in digital advertising industry as there is no winning formula for the marketers. The digital advertising industry is evolving at a rapid pace with the evolution of new technologies. The 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 of the 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 the traditional and digital advertising. The agencies have the challenging task of meeting the client?s ever increasing digital needs. This whitepaper would focus on the road blocks faced by the triad and the procurement road ahead that would help building synergies among them.

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