How Mondelez uses programmatic to track the customer journey
Brian CarruthersWarc
First there was digital, then there was programmatic. Mondelez International was one of the first major businesses to commit serious money to digital advertising and now it is taking a similar step with regard to programmatic.
Programmatic advertising has developed at an extraordinary pace over the past few years and is having a profound effect on the structure of the industry. Brand use of media agency trading desks, for example, declined from 81% to 69% of advertisers between 2013 and 2014 (although Mondelez has preferred to continue...