LONDON — The effectiveness of a company’s CMO and CTO at working together are a good predictor of the brand’s success at activating programmatic strategies, according to Alex Merwin, VP-Global Programmatic Demand at SpotX.

“You see this shift within the C-suite where CMOs are really being tasked with much more than customer acquisition, retention and engagement,” he also observes in an interview with Beet.TV. “They’re almost system and data operators and integrators.”

Merwin notes that many brands which have conspicuously leaned into programmatic, such as Netflix and Procter & Gamble, have a long history of working with customer data.

“It’s not a surprise to me to see these organizations lean into media procurement practices than enable them to use that information [about customers and prospective customers] to gain more returns,” he says.

Shifts on the client side are inevitably resulting in shifts in the agency business — and creating new opportunities for agencies that lead the way with data-driven marketing practices.

“That’s where the agencies have been successful — some more than others, naturally — at guiding their clients through really making a culture shift internally to enable [their] data assets to be closer aligned to marketing activities,” he says.

Merwin also observes that SpotX has a product in beta, Curated Marketplaces, to make it easier to operate private exchanges to sell premium video inventory programmatically.

This video is part of the series Programmatic Video at a Turning Point, presented by SpotX.   You can find additional videos from the series here.