LAST CHANCE:

Four passes left to attend the Digiday Publishing Summit

SECURE YOUR SEAT

Why Kellogg Believes in Programmatic Buying

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

How Mars decides where to spend its retail media dollars

Ron Amram, the senior director of global media for Mars, gave a glimpse at the company’s playbook for selecting which retail media network partners.

DEI work continues – if covertly – people managers emphasize

Companies are grappling with how to preserve the essence of DEI work under changed circumstances.

In Graphic Detail: Virtual influencers click with young audiences, yet brands’ interest wanes

In spite of the increased prominence of top virtual influencers, brands’ demand for this type of creator has declined in 2025. This is part of the natural boom-and-bust cycle that occurs around disruptive cultural or technological forces.