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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.
In August, Dannon inked a yearlong deal with video vendor TubeMogul to beef up its ad targeting while also automating a portion of its buying.