If you’re wondering what impact the power of Big Data is having on how brands are communicating with consumers and even changing the role of marketers, look no further than a recent survey of leading brands conducted by the CMO Club.
The survey found that nearly two-thirds of the 600 brands polled have bought or are planning to buy programmatic media directly from demand-side ad buying platforms, without help from their agencies. In other words, marketers believe they now....