Why Dannon Is Betting Big on Programmatic Video

Pushing content to reach 'the right consumer'

Even yogurt is going programmatic. As part of a move to take roughly 15 percent to 20 percent of its video buying programmatic in the next year, Dannon recently became one of the first brands to run a campaign using Facebook's LiveRail platform, which effectively helped it reach 90 percent of its target audience.

@laurenjohnson lauren.johnson@adweek.com Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.