How Hershey is blending online and offline data

The Hershey Co., the candy manufacturer, is using a “real-time optimizer” the maximize the impact of its programmatic ads.

The Hershey Co.’s new “in-flight optimizer” enables it to rapidly understand the connection between its programmatic media buys and brick-and-mortar sales.

Research firm IRI – the owner of a dataset that covers 500 million retail loyalty cards linked to 117 million households – is a key partner in this endeavor. Through blending this information with statistics gathered by programmatic demand-side platforms such as The Trade Desk and Amobee, which buy targeted digital ads for Hershey, the optmization platform supplies a clear view of in-market sales yielded by these online messages.

Speaking at the Advertising Research Foundation’s (ARF) 2019...

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