Home Ad Exchange News Kellogg Company Is Positive On Private Exchange Results

Kellogg Company Is Positive On Private Exchange Results

SHARE:

jon-suarez-davisKellogg Company is undoubtedly the brand with the most to say about programmatic. And its VP media & digital, Jon Suarez-Davis, carried on that tradition during comments today at the Association of Nation Advertisers’ Media Leadership Conference.

More than half of Kellogg’s online media now traffics through programmatic channels, including both “open exchange” buys and private exchange deals struck directly with media sellers. The latter has been an increasing focus over the last year, with Kellogg doing private exchange buys with “many key publishers.”

Suarez-Davis said the early results are promising. “We’ve done this for almost a year with great success and I think it was one of the biggest moves we made in the last two years,” he said.

Reach has not been the Achilles heal some have made it out to be. “I’m very encouraged with our results on private exchange inventory. We have visibility into duplicate versus unduplicated reach.”

But he said the inventory does cost more. “We do see an increase in our CPM versus open exchanges. It’s about value. If we can get more value via brand awareness or purchase intent,” then it’s worth it.

Kellogg does not work with its agency’s trading desk on programmatic buying (“They remain an important partner”) but licenses directly from DSPs. Suarez-Davis said he has occasionally stood accused by publishers of “diving to the bottom” with its programmatic strategy, essentially trying to drive down prices without regard to inventory quality or brand value.

“There was some chatter in the industry that we were just pushing for a lower CPMs. That’s absolutely false.  We were looking for data to help us increase our efficiency and create value,” he said.

But it is true that Kellogg has moved away from the notion of “premium,” often spouted by upmarket media brands. Premium, at least to Kellogg’s marketing organization, has become a dirty word.

“No one has the same definition of premium. We would say that premium inventory is inventory that lifts our brand metrics and ROI. Ironically that could be some of the cheapest CPMs out there,” he said. “We ensure we are in the marketplace, continually optimizing impressions. We’re not really that concerned with premium.”

Must Read

Buyers Can Now Target High-Attention Inventory In The Trade Desk

By applying Adelaide’s Attention Unit scoring, buyers can target low-, medium- and high-attention inventory via TTD’s self-serve platform.

How Should Advertisers Navigate A TikTok Ban Or Google Breakup? Just Ask Brian Wieser

The online advertising industry is staring down the barrel of not one but two potential shutdowns that could radically change where brands put their ad dollars in 2025, according to Madison and Wall’s Brian Weiser and Olivia Morley.

Intent IQ Has Patents For Ad Tech’s Most Basic Functions – And It’s Not Afraid To Use Them

An unusual dilemma has programmatic vendors and ad tech platforms worried about a flurry of potential patent infringement suits.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

TikTok Video For Open Web Publishers? Outbrain Built It.

Outbrain is trying to shed its chumbox rep by bringing social media-style vertical video to mobile publishers on the open web.

Billups Launches Attention Measurement For Out-Of-Home

Billups, a managed services agency that specializes in OOH, is making its attention measurement solution and a related analytics dashboard available for general use.

US District Court for the Eastern District of Virginia, Alexandria

The Google Ad Tech Antitrust Case Is Over – And Here’s What’s Happening Next

Just three weeks after it began, the Google ad tech antitrust trial in Virginia is over. The court will now take a nearly two-month break before reconvening for closing arguments right before Thanksgiving.