What's next for IBM after the news last week that it hired AOL's former president Bob Lord as chief digital officer? Lord is known for helping AOL transition into an ad-tech platform, which eventually
led to its acquisition by Verizon.
AdExchanger notes that while Lord’s duties at IBM will likely impact marketing tech, his role is more expansive. IBM’s marketing portfolio
still has some holes (a data management platform and paid media execution tools, and "independent analyst Rebecca Lieb points out that it’s 'conspicuously' missing content marketing components),
[so] perhaps those lapses can be filled if third parties have an easier time plugging into IBM’s software."
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