Todd Parsons — Chief Product Officer, Criteo
Published:
The deeper tissue of this is not just fragmentation of media, it’s really the organization creates fragmentation of truth. In our world, you know, we don’t get paid unless we’re driving outcomes and outcomes are most often sales… and we think that way. So that’s, it’s really easy to see beyond an org chart, or beyond a workflow, beyond channel fragmentation and say, ‘Look, if the truth is I’ve got to sell more product to grow my company, what’s the most effective path to that and how do I measure it so that I’m not being misled?’
What does Todd Parsons say on The Agile Brand with Greg Kihlström?
Todd Parsons, Chief Product Officer, Criteo, says: Todd Parsons of Criteo discusses how traditional channel silos and org charts misalign with the modern, fluid customer journey, creating fragmentation of truth that undermines growth. He argues that AI is shifting marketing from demand capture to demand creation through conversational interfaces, and that marketers must evolve from channel technicians to strategists who design human-centric, cross-functional experiences and unify around outcome-based measurement.
From: The Agile Brand with Greg Kihlström
Cite as: Todd Parsons. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/todd-parsons-the-deeper-tissue-of-this-is-not-just-fragmentation-of-media