In 2020, Google decided to phase out third-party cookies, and they recently added a final nail to the coffin by announcing that nothing – on their end – will replace tracking individuals across the web after 2023.
In recent years, the role of the CMO has changed significantly. It’s much more than just planning marketing activities. CMOs are generally expected to drive profitable top-line growth and – importantly – be able to report on ROI, ROAS, and other results of the marketing spend. The pressure is on!