Trends & Innovation

The CMO's Guide to Programmatic


The CMO's Guide to Programmatic, produced by Econsultancy in partnership with AudienceScience, identifies the challenges of programmatic and how CMOs can work to solve them.

Although marketers are improving their knowledge in the field, there are still problems to overcome before the majority of companies are ready to fully integrate programmatic into their campaigns.

Based on interviews with senior executives working in digital marketing and ecommerce, the report aims to bridge the gap between what marketers currently know about programmatic, and where they need to be in order to take full advantage of it.

Key topics covered in the report

  • Data ownership and sharing
  • Rise of mobile
  • Attribution and pricing
  • Ad verification
  • Programmatic TV
  • Who to advertise to and when
  • In-house versus outsourcing

Download the report to read more.


Our thanks go to:

  • Lara Izlan, Director, Programmatic Trading and Innovation, Auto Trader UK
  • Maggie Buggie, VP and Global Head of Digital Sales and Marketing, Capgemini
  • Paul Cable, Head of Marketing, First Utility
  • Colin Lewis, Marketing Director, BMI Regional
  • Gerhard Louw, Senior Manager, International Media Management, Deutsche Telekom
  • Mike Reynolds, Senior Mobile Executive, IAB UK
  • Sammy Austin, Head of Media, Group Marketing, TUI Group
  • Raluca Efford, Head of Digital and Social Media Marketing, Direct Line
  • Sarah Treliving, Joint Managing Director, Mediacom iLab
  • David Gilbey, Head of Digital Performance Marketing, Bauer Media

Table of contents

1. Executive Summary

  • Methodology
  • About Econsultancy
  • About the author

2. Foreword by AudienceScience

3. About AudienceScience

4. The Programmatic Ecosystem: Publishers and Networks, DSPs and SSPs, Exchanges

5. Data Sharing and Ownership

6. Attribution and Transparency

7. Ad verification

8. Brand Safety

9. Frequency Capping and Accurate Customer Identification

10. Rise of Mobile

11. Programmatic TV

12. Taking Control of the Programmatic Ecosystem

13. Recommendations

14. Appendix - Glossary


  • Pdf SAMPLE: The CMO's Guide to Programmatic (682 KB PDF)
  • Pdf Disabled The CMO's Guide to Programmatic (894 KB PDF)

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