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Oreo is back to its old savvy marketing self with a plan for the Super Bowl that's sure to excite ad geeks. Its parent company, Mondelez, is the first to buy Super Bowl ads with programmatic technology, although they will only show regionally.
Its ad tech team is calling this a milestone for the future of programmatic buying of TV commercials, which is among the last mediums to resist the automation of selling, inserting and reporting on ads.