Nestle's efforts to improve digital advertising performance involve team members working with agency staff to develop guarantees platforms must meet, collecting its own data to measure performance versus relying on platform data and using blockchain technology to eliminate underperforming platforms, says Sebastien Szczepaniak, global head of sales and e-business. "The effectiveness and efficiencies of the way this money is spent in the current programmatic media landscape is not as effective as it should be," he says.
How Nestle is making digital ad spends more transparent, effective
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