Tuesday, July 21st, 2026 – 1:00 am
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The ad industry’s hyper-fixation on performance means CMOs have to think and act more like investors. Their No. 1 mission is to prove returns on their investments.
Just about all ad platforms now pitch themselves as performance channels while marketers demand more proof that their ads drove demonstrable results. But just knowing that an ad performed isn’t good enough anymore, Christina Lowris Panos, CMO of luxury real estate firm The Corcoran Group, told AdExchanger. The Corcoran Group was founded by investor and “Shark Tank” star Barbara Corcoran in 1973. (Corcoran sold the business in the early 2000s, and, hilariously enough, did not initially invest the payout.)
Fast-forward to this decade, Panos said brands need to understand why their ads performed so they can avoid ad waste by focusing their efforts on only the strategies that they know will work. In The Corcoran Group’s case, she said, it wants to centralize ad dollars to ad plans that give the brand higher odds of ultimately selling a piece of property.
