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Earlier this week, multinational food conglomerate Mondelez International announced that it would be launching "a first-of-its-kind advertising model" in collaboration with various media partners.
In short, one of the world's largest advertisers has made a decisive move away from traditional advertising.
The company plans to work with partners like BuzzFeed and Fox to produce more apps, games and "sponsored content" instead of launching its own in-house production studio.
"We continue to focus on building ROI for our power brands across the media mix," said Mondelez global head of content and media monetization Laura Henderson.
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