Around the Net
Programmatic Essential For Mondelez in 'Data Arms Race'
- The Drum, Friday, September 19, 2014 6:42 AM
Programmatic ad trading has a “bad reputation” with many marketers perceiving it as a cost-saving effort, rather than the data opportunity it really represents, according to Mondelez’s VP of global media and consumer engagement. Speaking to The Drum at Dmexco in Cologne, Bonin Bough said: "I think it has a bad rep. A lot of people see it as a cost-saving effort, but from our point of view it’s very much a data opportunity and we think there is a data arms race in front of us."
