Jenna Griffith, VP-Platform Account, MediaMath Mark Neirick, VP-General Manager of Pre-paid Interactive, American Express (gift cards, Travelers checks). Pre-paid PASS recently launched for teens to
use instead of cash.
Sought to increase awareness cost-efficiently. Tested with MediaMath, trying to drive awareness as driving sales. Started with awareness ads, work down funnel, more targeted
ads to people who saw general ads.