At CES there was no shortage of discussion on the future of advertising. Given the very crowded U.S. $560 billion global ad landscape, marketing leaders carefully master the seismic shifts, fueled by the emergence of 5G, AI and the voracious consumer appetite for content in all formats and platforms. This is evidenced by new platforms like TikTok and its ability to create new meme sensations engaging its 500 million active users globally. According to the “Future of Data-Driven Marketing” panel and other keynote presentations at the world’s biggest tech conference, every CMO faces an imperative to quantify ROI and demonstrate real business results while also demonstrating continuous improvement in marketing performance.
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