Mars Foods is experimenting with ideas around how programmatic and e-commerce channels can work together as it looks to reach mass audiences using individualised messages.
Although the FMCG giant, which counts brands including Uncle Ben’s, Snickers and M&M’s among its portfolio, hasn’t any firm plans in the space, it is watching developments in digital advertising and shopping behaviours with interest, according to Mars’ global chief marketing officer (CMO) Bruce McColl.
“The big change that’s happening now is the way people are shopping and when you think about tailoring, or starting to merge how you communicate with how people buy, then programmatic and Read full story ›
Source: The Drum
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