Programmatic buying and selling endorsed by Kellogg

11/12/2012 | Forbes

Programmatic digital media planning and buying is working for Kellogg, says Associate Director of Digital Strategy Bob Arnold. "Digital media ROIs have increased as much as six times, according to our third-party market mix models," he says. Arnold contends that programmatic buying is more efficient in eliminating overhead and more effective in the use of Big Data to target the right consumers.

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