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 AUDIENCExSCIENCE conference, Vincent Rinaldi, head/addressable media and technology at Hershey, offered delegates a granular perspective on the benefits of the new initiative:

Media-mix models