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.
Sebastien Szczepaniak, Nestlé’s global head of sales and ebusiness, recently explained to journalists how the rollout will establish ways of working more directly with ad-tech providers, as the company seeks to increase the share of programmatic in its overall ad spend.
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