Marketing titan Kellogg is throwing its budget behind programmatic buying, because the return on investment is, so far, unbeatable, said Bob Arnold, Kellogg’s associate director of global digital strategy. In fact, Arnold said, ROI on ads bought via demand-side platforms and real-time bidding is five times higher than buys made via direct-to-publisher. Join our Sept. 19 webinar to hear Arnold explain “Why Kellogg is Bullish on Programming Buying.” Together with Digiday brand editor Giselle Abramovich, Arnold will explore the advantages and drawbacks of programmatic buying and how Kellogg is making it pay.
Other highlights will include:
- How Kellogg ensures brand safety when it buys through exchanges.
- How Kellogg tracks its efforts via direct response, brand lift and audience metrics.
- The future of digital media planning and buying.
- Machine-based ad buying’s most alluring qualities.
- How the industry can overcome programmatic buying’s challenges.
The webinar will be held on Wednesday, Sept. 19, 2-3 p.m.
More in Media
From ad tech tax to AI data brokers: the new middlemen keep 100%, publishers say
For some publishers, third-party content scraping lands as an even bigger affront than the ad tech tax they’ve spent years navigating – not a share of the pie, but the pie itself.
The state of generative AI in the creator economy
A look at how the creator economy is using generative AI, from workflow help to identifying partnerships in DMs.
Taboola’s next act: an AI answer engine for publishers
HuffPost UK, Reach and USA Today Co. are rolling out Taboola’s AI-powered answer engine to boost engagement.