• by Gavin O'Malley , Staff Writer @mp_gavin, September 27, 2016

What would Anheuser-Busch InBev change about its DMP? (It’s Krux, if you’re curious.)

For starters, more second-party data would be nice, says Jonny Silberman, Director of Innovation & Strategy at Anheuser-Busch InBev.

That’s because there’s “a lot more transparency in the space,” Silberman said during an on-stage discussion at OMMA Programmatic, on Tuesday. “It’s hopefully a targeting layer that can increase the effectiveness of campaigns.”

Silberman said he’d also like more help from Krux on “closing the loop on offline sales,” and making sure outgoing data is delivered in an “accessible format.”

Also, while Krux has no say in the matter, it’s also unfortunate that it can’t access the data of the two most deterministic players in the marketplace, i.e., Facebook and Google.

But, Krux shouldn’t be overly concerned about losing AB's business, Silberman assured.

“At the end of the day, we need to be patient with the partners that we have,” he said.

More broadly, Silberman estimated that about 20%-to-25% of Anheuser-Busch InBev’s digital media budget is currently devoted to programmatic.