• by Mike Donahue , Op-Ed Contributor, March 11, 2025

The blog's title:

If Marketers Don't Accept -- And Execute Change -- They Will Become Irrelevant

The history of my blog's title:

In the early 1950s, a chief executive of IT ("Information Technology") told his staff to lean in harder on the power of the latest technology item. At that time technology computer chips.

The CEO told his staff that if they did not focus on the futurity of the positive change chips would create for companies, his staff would become irrelevant.

Currently, the ANAs Bill Duggan is getting marketers and their procurement execs to drop their FOFO (see my September 2017 column about "Fear Of Finding Out").

All procurement and marketers need to know about programmatic, because full programmatic transparency leads to transformation of business practices and improved profit from the use of programmatic.

The ANAs recommended change here will eliminate programmatic irrelevance.