As privacy-related issues slide up into marketing conundrums across the advertising landscape, every participant in the buy-sell equation is trying to figure out how to proceed with minimal change and maximum results.<\/p>\n
At the top of the food chain are CMOs, the execs holding the purse strings of advertising and in the seat of power. But they\u2019re also under greater pressure than ever before from their CEOs and CFOs to deliver results for the tens or hundreds of millions of dollars they spend marketing their products and services.<\/p>\n
How are CMOs dealing with the raft of privacy regulations, as well as Apple and Google\u2019s recent moves to inhibit behavioral tracking? How big a priority are these issues to them?<\/p>\n
It\u2019s telling that the CMOs contacted for this story either declined to comment on the record, or didn\u2019t return calls requesting interviews.<\/p>\n
Speaking with other marketing experts though, one gets the sense CMOs know the identity issue has huge implications for the future health of their companies, but haven\u2019t come close to solving it. For starters they\u2019ve learned they need to stay flexible to adapt to changing circumstances. \u201cClients aren\u2019t unsettled,\u201d said Eileen Kiernan, global CEO of IPG agency UM. \u201cAt the end of the day, modern marketing is about being fluid and agile \u2014 whether it\u2019s in response to changes in market, consumer or competitor activity or changes in regulations and technology.\u201d<\/p>\n