Nestlé Is Doubling Down on Ad Tech

The CPG giant isn't afraid to take on Big Tech

Nestlé, the consumer-packaged-goods parent of such brands as Gerber, Poland Spring and Haagen-Dazs, recently unveiled its Global Digital Media Center of Competencies (DCoC), which brings together all of its agencies to deliver greater transparency in its media investments. It makes sense, because digital accounts for 40% of the company’s ad spend.