CMOs have a tough job. While the internet makes it easier than ever to reach a huge number of consumers and target ads to those consumers based on their activity or demographics, the patchwork of technology that CMOs use to accomplish these goals makes it difficult to identify and connect with real individuals, not just cookies. Erik Moreno, EVP & president of Corporate Development, New Ventures & Investments at Time Inc., says that its up to publishers to solve this "CMO Challenge" for their clients. Thanks to rich, first-party data, publishers have the capability to connect advertisers with their audience and actually tie advertising on their sites to revenue earned by the advertiser. That's what publishers should be striving for, argues Moreno.

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