CFO

Netflix unveils a conversion API; some publishers are using AI tools to expand their footprints; and CFOs are getting more involved in marketing decisions.

In today’s economic climate, every marketing dollar is under scrutiny. CMOs aren’t just required to build brands and grow demand; they’re expected to prove that their budgets drive measurable business value. And no one is more invested in that proof than the CFO.

Overreliance on performance channels in pursuit of short-term gains creates fragility in the growth model, especially when brand equity is underfunded and unable to drive demand. 

Marketers having to justify their budgets is nothing new, but macroeconomic anxiety is making the stakes feel higher.

In today’s newsletter: Mobile and email providers face political blowback if they enforce ad policies; a new analytics startup sets its sights on Amazon attribution; and CFOs and CMOs are more aligned than you might think.

In today’s newsletter: The CMO role is disappearing, but it may not be a bad thing; MFA sites use gen-AI images to game Facebook’s algorithm; Apple’s policies should end fingerprinting, but enforcement falls to app developers.

No one in the C-suite except the CMO cares about reach, impressions, likes, shares, followers or anything else that isn’t directly tied to performance. Instead, they care about clear measures that show progress against specific, measurable problems and ROI.