Through a year-long partnership with Google, Mondelez International is planning a "visible shift" in how it markets its top brands, starting as early as the first quarter. “We’re focused on this nexus of where real-time creative meets real-time buying," said Bonin Bough, vice president of global media and consumer engagement. "Everyone is focused on how the future of media buying will become digital exchange based and resemble the stock market at the moment, but it’s through real-time creative that you can drive storytelling at scale."

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