When it comes to marketing to marketers, the old adage "don’t blow smoke at smoke blowers" certainly applies. Marketers as a whole are even more skeptical than the average consumer and can sniff out an overpromise faster than you can say big data. So when you see a brand succeed within this context inquiring minds can’t help but wonder how the heck they pulled it off.
MediaMath is just such a brand, having enjoyed successive years of double-digit growth and establishing itself as the leader in programmatic which should help explain why I was so excited to catch up with Rachel Meranus, their Senior Vice President of Marketing. In our extensive interview below, Meranus reveals a deep understanding of MediaMath’s target and their multipronged approach to prospecting, nurturing and customer education.
Neisser: The big media buying agencies are all over programmatic and have been for a while now. This doesn’t seem to be case with most brands and their CMOs. Why the understanding gap and why do you think it is so important that CMOs understand the power of programmatic?
Meranus: We see quite a range when it comes to a CMO’s understanding and level of sophistication with the technology. Some jump... Read more