The snacks maker has penned a global deal to use ad tech firm’s Tubemogul’s software to optimise media planning, buying and serving across all its online channels. The platform will audit ads and measure their viewability through alternate channels such as publisher sites or ad networks as well as develop premium inventory.
It means video content for brands such as Cadbury and Oreo will be bought and served programmatically through Tuebmogul’s demand-side-platform (DSP) – a system which lets advertisers manage multiple ad and data exchanges through one interface.
Mondelez is building a programmatic media buying team at partner MediaVest to handle day-to-day trading and strategy but will make technology decisions. The FMCG business will also assume ownership of the data gleaned from the DSP.
Mediavest’s involvement attempts to address wider industry concerns about the transparency of complex automated ad trading deals funneled through agency trading desks and other third parties.
Bonin Bough, VP of global media and consumer engagement at Mondelez International, says the move gives the business “unparalleled transparency” in both delivery and pricing around media spending. The business plans to spend more than half its global $200m (£117.9m) ad budget on digital by 2016 after finding campaigns for brands such as Crème Egg yielded a better return on investment online than from TV ads.
Programmatic trading aims to accelerate the plan with Mondelez also looking to exploit the fast-growing online video market. The UK market for digital video advertising on social networks and publisher sites is expected to grow by nearly a quarter every year for the next five years, according to PwC.
The platform will be launched in the US and Canada before potential expansion to additional key markets such as Africa, Asia, Europe and the Middle East.
Mondelez’s tie-up comes just weeks after reports that Procter & Gamble plans to buy 70 per cent of all its digital ads programmatically by the end of 2014.