The masters of the digital universe regularly prove that they don't play favorites when it comes to the institution of annoying online marketing programs.

Just listen to Tony Rogers, CMO of Walmart, the world's largest bricks-and-mortar retailer.

"I didn't get to go to the Academy Award because of anything I accomplished," he admitted to an audience of 2,600 colleagues at the Association of National Advertisers' (ANA) 2017 Masters of Marketing Conference. But Walmart was a sponsor of the event, and its top marketer thus enjoyed backstage access to Hollywood's biggest night.

"To go to the Academy Awards," he related, "you need to have a tuxedo and you need to have tuxedo shoes."

In preparing for the night itself, Rogers realized he didn't have the right shoes. So, he did what most consumers would do in a comparable situation: He went online and searched for "tuxedo shoes." And, when he found a match of product and price that suited both his finances and his needs, he bought the shoes.