IBM’s not been a major player in online advertising. That’s changing. The IT giant wants to use its experience in business intelligence and cloud services to venture into newer realms, such as data-driven digital marketing. Yuchun Lee, general manager of IBM’s enterprise marketing management group, leads its efforts. Lee, whom recently contributed to IBM’s latest global survey of 1,734 CMOs in 64 countries, spoke with Digiday about the challenges CMOs face in explaining a cluttered ad tech market to bottom line focused CEOs.
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