"Marketer's Note" is a weekly column informing marketers about the rapidly evolving, digital marketing technology ecosystem. It is written by Joanna O'Connell, Director of Research, AdExchanger.
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A recent survey noted a majority of CMOs are considering taking programmatic buying in-house (AdAge story), If you're like me, you absorbed this study with both interest and leeriness. On the one hand, I find this really encouraging, as it’s a strong indication of the draw of – or, on an even more basic level, an understanding that there is such a thing as – programmatic at the highest levels within marketing organizations. On the other hand, it raises all kinds of questions – about the evolving role of agencies, about the future of “agency trading desks,” about what it means to be in the service business, and certainly, by extension, about the composition of tomorrow’s marketing organization.