In a little over two decades, not only has digital advertising emerged as the killer category for marketing, but the very nature of what it means to market and be a marketer has undergone a significant upheaval.
There is little to suggest that this change will do anything but continue, most likely at an accelerated pace.The contemporary CEO must navigate a complex ecosystem of demand side and supply side advertising systems, invest in complex analytics, and develop skills in product development and customer advocacy.