Not surprisingly, in a survey of 120 CMOs, 43% of respondents said they outsource their programmatic efforts, according to eMarketer, which cites stats from by marketing consultancy NewBase. No other
marketing responsibility has an outsource rate that high, per the post. Surprisingly, only 13% of respondents outsource data and analytics, and only 6% outsource their content marketing strategies. On
the high side, 36% said they outsource advertising, but it's not clear whether that means paid search or display or video.
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