Update: An earlier headline for this article stated that General Mills was already pushing spend into programmatic marktetplaces, whereas this is a strategy it is exploring, and hasn’t yet been executed. We have therefore amended the headline and added a second sentence to reinforce that the strategy is at the concept stage.

Some advertisers have found the General Data Protection Regulation to be a constraint on how they buy ads, but General Mills has found a workaround: using a closed marketplace that is GDPR-compliant.

  • LinkedIn Icon