When RTB "swallows" television
Given his company's strong results for a number of brands, Bob Arnold, associate director for global digital strategy for Kellogg Company, see real-time bidding opening up to many other media platforms.
For two specific brand campaigns he says ROI improved dramatically - climbing 5 times and then by 6 times respectively.
Looking forward, Arnold see no reason why this shouldn't get to the biggest of media: "Eventually TV is going to get swallowed up into this space."
WAYNE FRIEDMAN
Wayne Friedman is West Coast Editor of MediaPost.
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