• by Wayne Friedman , Staff Writer, July 26, 2012

Kellogg's likes programmatic buying -- a lot.

Bob Arnold, associate director for global digital strategy for Kellogg Company, says in shifting to programmatic and RTB buying,  the food company's ROI improved 5 times. All this came when shifting out of traditional publishing and regular ad network buys.

It comes down to getting the "right message, right consumer and right moment," he says. ''This goes beyond cost," says Arnold, benefitting everything.