By Seb Joseph

Kellogg’s is further than most advertisers in its programmatic play though it has yet to fully translate its mastery of buying display inventory to premium video.

The cereal maker first began experimenting with automated advertising in 2011 and admits it is still learning at a “tremendous pace”. Unlike other advertisers that only see programmatic through a real-time bidding lens, Kellogg’s is mindful that it touches everything from private exchanges to open exchanges.

This knowledge has pushed it to pump more than half its US digital advertising budget into programmatic, spurred by the belief that automation can usher in effective rather than efficient Read full story ›

Source: The Drum