Kirk McDonald, CBO, Xandr What the Heck Is a CBO and Why Should You Care? The mandate of the chief marketing officer has evolved beyond its traditional remit. Today’s CMO is not only the architect of the brand narrative but also a key player in the business decisions that drive overall growth and profitability. It’s Time to Do Something About the State of Advertising Time is a consumer’s most precious asset. For content creators and marketers, the message could not be clearer: We have to meet the consumer at the moment they’re in.