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»Heineken

Heineken USA Launches First-Party Data Strategy To Prepare For A Cookieless Future

In 2016, Heineken USA embarked on a customer data strategy to understand more about its consumers and to help drive brand awareness. Since that time, privacy regulations in Europe, California, Virginia and elsewhere have rolled out, and Apple will soon make IDFA opt-in, likely limiting its use for advertisers. The world’s second-largest beer maker was... Continue reading »
by Tony Rifilato // April 19th, 2021 //
»
Salesforce Opens A Second-Party Data Marketplace

Salesforce has set up a market of second-party data so advertisers can buy data directly from publishers. The subscription-based Salesforce Data Studio, which debuted on Wednesday, evolved out of the product Krux Link, a data-sharing platform Salesforce inherited when it bought the data management platform Krux. Salesforce’s goal is to give advertisers more validated data... Continue reading »
by Kelly Liyakasa // September 28th, 2017 //
»
To Cut Video Ad Fraud, Heineken Focuses On Partners And Contract Terms

When Heineken moved more of its advertising budget to digital video, it didn’t see results. “Digital never rose to the top [in marketing mix models], in an almost mind-boggling way,” said Ron Amram, VP of media for Heineken USA. But Heineken knew its audience was moving to digital environments, so it didn’t want to leave... Continue reading »
by Sarah Sluis // March 9th, 2016 //
»
How Heineken Sees Marketers Flexing The Power Of The Purse

According to a study conducted by the ANA and White Ops in December, 83-89% of agencies and media vendors see fighting ad fraud as a requirement, but only 26-28% actually have the tools in place to accomplish those goals. The latter may look like a discouraging figure, but Heineken senior media director Ron Amram sees... Continue reading »
by James Hercher // June 3rd, 2015 //
»
Big Brands Go Big On Mobile: Heineken And Walmart Share Their Stories

It’s become generally accepted wisdom that brands aren’t dedicating dollars to mobile at a rate commensurate with consumer time spent. That said, certain big brands like Walmart and Heineken are embracing mobile as a key part of their advertising initiatives. “Going forward, we will always view campaigns as mobile-first,” said Ron Amram, senior media director... Continue reading »
by Allison Schiff // December 3rd, 2014 //
»
Mondelez, Heineken Take The Programmatic Bull By The Horns

The big brands have woken up to programmatic buying, and will not be going back to sleep. The gang of marketers directly controlling their exchange-traded media platforms keeps getting larger. Its membership now includes Kimberly-Clark, Kellogg's, American Express, Procter & Gamble, Allstate Insurance, 1-800-Flowers and Unilever. Mondelez International is the latest to seize a more... Continue reading »
by Zach Rodgers // June 17th, 2014 //
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Heineken And Tremor See TV And Web Video Ads As 'Friends With Benefits'

As Heineken continues its discussions with ad sellers from broadcast, cable and digital for those outlets' respective "upfronts," the beer marketer is looking to tie its campaigns more closely among TV and the web. While there's nothing unusual about that, the company, which also owns the Newcastle and Dos Equis beer brands, is working with... Continue reading »
by David Kaplan // May 15th, 2013 //
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