Just as technological changes affect consumer habits, so does the way marketers work and, intrinsically, the entire industry ends up evolving at the pace of technology.

CMOs are forced to find new ways to reach audiences, creating their own tools, using targeted advertisements (ads) or simply choosing to acquire technology companies and martechs.

Even with advertisers drastically cutting spending as a result of the global economic crisis, the online shopping "boom" and the growth of the TV streaming market have benefited adtech companies that help connect buyers to sellers, and beyond that, Apple and Google's phasing out of third-party cookies threatens to bring down ad targeting practices, further increasing the magnitude of the situation.

In this scenario, consolidated holdings struggle to keep up with the digital change, while new actors, more specialized in certain routines, threaten to take their place, and on top of that, startups, delivery services, retailers and platforms such as Instacart, Walmart and TikTok are prepared to snap up their share of this new advertising business.