How Kellogg Co. grounds programmatic strategy in art as well as science
Stephen WhitesideWarc
Creative people in advertising often denounce automated media buying with claims that it commoditizes their craft by favouring numbers over nuance.
But according to Jim Kiszka, senior manager/digital media, North America, at the Kellogg Co., "Programmatic can be creative." More specifically, he told an audience at MediaPost's OMMA RTB Conference, held during Advertising Week 2014, "It's about the mindset … when you go into programmatic."
"For me, it's more the streamlining of processes than just data and algorithms and general media. I think programmatic can...