The Association of National Advertisers (ANA) released the second edition in a series of reports analyzing its in-depth studies of the programmatic media-buying supply chain, and one of the top recommendations for advertisers to formalize a new C-level role — the Chief Media Officer — in an effort to overcome one of the main issues identified by the studies: information asymmetry, reports MediaPost.
“Marketers are not fully skilled in optimizing the management of their data,” ANA CEO Bob Liodice explains in a forward to the just-released new edition, adding, “Of critical importance, marketers are even less skilled in securing log-level data — a principal pathway to effective decision-making and driving growth via programmatic activities.”
Such data is among the points of information strung along the programmatic supply chain that has been identified by the studies as contributing to the inefficiencies of programmatic ad buys, states MediaPost.
“The Chief Media Officer should be the internal subject matter expert on the many important and complex media issues confronting advertisers today. Digital media expertise should be a foundational skill for this position,” states ANA,