Since I recently read in the WSJ that only 23% of CMOs both “understand what online programmatic is and use it in their marketing strategy” I think that this AdAge report would be a useful thing to read and share with the CMO in your life.

"What’s driving programmatic is digital delivery and data. If you think about where digital display and digital video are, it’s easier to apply programmatic in those spaces. I have very little doubt that digital out-of-home, digital television and radio will follow." John Montgomery, GroupM

The CMO’s Guide to Programmatic Buying | Digital – Advertising Age.