How Motorola used programmatic to launch its Moto Z handset
When Motorola launched the modular Moto Z handset into the US market, the brand took the opportunity to experiment with programmatic buying. While other businesses are looking to take programmatic functions in-house, Motorola opted instead to call on agency partner Publicis Media to create a bespoke unit for the launch.
Beth Reilly, Head of Global Media and Consumer Engagement at Motorola Mobility, told the Programmatic Summit in Sydney: "We asked Publicis Media to create a bespoke solution for us. They have an agency called Performics and then they...