Mondelez Bets Big on E-Commerce With Shoppable Ads and 'Buy Now' Buttons

Amid doubts, CPG giant sees opportunity ahead

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Mondelez International—the makers of Oreo cookies, Cadbury chocolate and Trident gum, among other treats—quietly started becoming an e-commerce brand with a a small test in Europe earlier this year. Now, Mondelez plans to convert all its digital media in 25 countries into shoppable ads with "buy now" buttons to drive sales through retailers like Walmart and Amazon.

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