Why “intent-based” media buying is replacing “flat” demographics at Conagra

Conagra, the consumer packaged goods (CPG) manufacturer, is leveraging “intent-based” media buying to help drive growth.

Lisa Mathison, senior director/media at Conagra, is quick to remind marketers that old-dog legacy brands can learn new tricks from young, direct-brand pups.

Even with the underlying support of rich, deep data that leads to brand invention as well as media...

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