PepsiCo is preparing the international rollout of an in-house media optimization tool called ROI Engine, an initiative that has helped trim millions of dollars of waste from its online media spend in the U.S.
The CPG giant started the initiative in North America 14 months ago to measure digital ad campaigns across all of its brand and marketing channels. Next year, the company plans to bring ROI Engine to its top 20 markets globally and hire talent in its European and Asian hubs.
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