How Georgia-Pacific Rolled Out Its Own Programmatic Media Team
Georgia-Pacific spent years building an in-house media and measurement team, and ended up with a hybrid model that keeps digital execution inside while leaving TV and CTV to its agency.
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Reddit Acquires Memorable AI To Build Its Version of Google PMax
The acquisition puts Reddit in a better position to compete with Google, Meta, Amazon and TikTok, which all built or expanded their AI creative generation and optimization tools within the past year.
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How Georgia-Pacific Optimizes Buys With Real-Time Sales And Viewership Data
When it comes to measuring sales lift and ROI on media campaigns, CPG brands have traditionally been shooting in the dark. But with more real-time data sets available in market, CPGs are embracing granularity when optimizing and measuring spend. Earlier this year, Georgia-Pacific, the paper product manufacturer whose brands include Brawny and Quilted Northern, tapped […]