Mondelez taps data-driven programmatic and e-commerce for Oreo in China

This article outlines how Mondelez used big data to adjust its programmatic and e-commerce marketing in real time for the Oreo brand in China, increasing sales conversions and display ad engagement.

Mondelez Taps Data-Driven Programmatic and E-Commerce for Oreo in China

Anna HamillWarc

Using big data to drive more efficient marketing strategies is an issue that brands globally are confronting. Mondelez, one of the world's largest FMCG companies, is no different.

In China, the scale of opportunities offered to brands is matched only by the challenges. In a consumer market of one billion people, with thousands of brands trying to reach them, effective use of data has never been more imperative to offer both scale and targeting at the same time.

While e-commerce transactions only make up 5% of Mondelez's...

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