This $35 Billion Company Will Spend 50% of Ad Dollars on Digital

Mondelez bets big on programmatic buys

It’s snack time for programmatic.

Mondelez International has embraced a new video-buying strategy that focuses on devices everywhere.

The CPG giant, whose stable of brands includes Oreo, Chips Ahoy, Toblerone and Trident, will begin buying digital video through ad-tech firm TubeMogul. The play for programmatic video represents an endorsement of a nascent form of advertising that’s increasingly in demand.

“We are focusing on a more screen-agnostic approach and moving away from a traditional media focus on consumers in the living room,” said Ivelisse Roche, Mondelez’s associate director for global media and consumer engagement.

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