CMOs are faced with daunting task of effectively spending their money to ensure ROI. They are also faced with a data deluge, and making sense of it all is becoming increasingly complex. Not only in digital as a stand alone but in how digital relates to other channels. In order for digital to really grow we need to embrace the future of buying and selling by leveraging highly scalable platforms that not only allow us to buy "remnant" or "exchange" traded media but shift our mentality into buying and selling all digital media through programmatic approaches. This will allow both advertisers and publishers to determine the value of each transaction by leveraging predictive data related to the probability of this advertisement converting.  The future of RTB will encapsulate the entire process of online media and simplify the ecosystem.  Moving far beyond remnant inventory, advertisers will buy all types of online media via RTB, and because of the low overhead and streamlined process, it will enable digital to compete on the same level as television for brands' budgets.  Initial complexity will lead to a simplified efficient process. This is what CMOs are looking forward to, as it will be a more streamlined system.