Interesting perspective, but the premise that CMOs will “turn their brands into platforms” and “will become obsessed with understanding consumer emotion, measuring it and tapping into it with precision” is one that is unlikely to materialize simply by doubling ad tech expenditures in 2018.

There remain many challenges to be confronted by marketers along the path to enlightenment. Issues including data accuracy, relevancy and quality along with assessing the viability of the myriad of technology solutions looking for problems to solve. If marketers aren’t careful they will end up funding the growth of a new genre of tech toys at the expense of boosting working media and driving brand performance  Read More