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»Nestle

Nestlé Launches Internal Programmatic Unit To Scour Digital Media Deals

Nestlé has launched a team of media and tech experts to improve its programmatic supply and analytics. The new hybrid unit, called the Global Digital Media Center of Competencies (DCoC), consists of internal media talent and executives from Nestlé’s holding company vendors, WPP, Publicis, IPG and Dentsu. The team focuses on six core competencies: supply... Continue reading »
by James Hercher // November 13th, 2019 //
»
How Nestlé Germany Stayed One Step Ahead Of GDPR

When the General Data Protection Regulation (GDPR) took effect in May, Nestlé Germany was ready. Germany’s data collection laws have been notoriously austere for decades, much to the chagrin of some digital players. National laws – such as the Federal Data Protection Act, the Criminal Code, the Civil Code, the Telecommunications Act and Telemedia Act... Continue reading »
by Rae Paoletta // September 19th, 2018 //
»
Data Driven And Daring: The 10 Boldest Marketers

by Allison Schiff, Alison Weissbrot, Sarah Sluis, James Hercher and Ryan Joe Getting a big brand to shift its marketing approach is about as easy as moving a planet out of orbit. Yet, many see the writing on the wall: If they don’t change, consumers will leave them behind. As such, big marketers have to... Continue reading »
by AdExchanger // June 29th, 2018 //
»
Nestle Canada’s Programmatic In-House Strategy Thinks Global, Acts Local

Nestle Canada is exercising more control over its programmatic and first-party data practices, said Melissa Savage, the food and drink company’s programmatic activation manager in the country. But unlike within an ad agency holding company, which tries to centralize programmatic knowledge, brand transformation must occur regionally. Take the company’s plan to ramp up native video... Continue reading »
by James Hercher // November 6th, 2017 //
»
German Broadcaster ProSieben Eyes Deeper Addressable TV Targeting

ProSieben, one of Germany’s biggest broadcasters, is expanding its programmatic TV footprint in a market that’s both vibrant and uniquely challenging. Because Germany is so decentralized – it is characterized by numerous regions but lacks a local TV presence – broadcasters wield more control over their end inventory. As a result, they’re typically able to... Continue reading »
by Kelly Liyakasa // September 29th, 2016 //
»
How Mindshare And Nestlé Localize Programmatic Video In China

Nestlé recently kicked off a global initiative to increase programmatic buying, but the market needed a specialized approach. Working with a local DMP and DSP, Nestlé media agency Mindshare recently kicked off a programmatic video program for its client in the region, allowing the brand to work with the big four video publishers there. "There... Continue reading »
by Kimberly Maul // May 29th, 2015 //
»
Nestlé’s Programmatic Branding Campaign Brews Strong Results

Nestlé found its sweet spot through a recently executed branding campaign for its Nescafé Dolce Gusto brand. For its first-ever wholly programmatic ad campaign, the European java vendor tapped UK-based online marketing firm Jellyfish to drive sales of its coffee machines. The goal was to maximize the efficiency of its display advertising, without compromising on... Continue reading »
by Liz Rowley // May 12th, 2015 //
»
For Facebook, Shift to Online GRP Can't Come Fast Enough

It's increasingly clear that new school ad broker Facebook has pegged its sales strategy to a decidedly old school way of looking at media – that is, digital reach and frequency planning embodied by Nielsen's Online Campaign Ratings product. Speaking at the IAB's MIXX conference today, Facebook head of measurement and insights Brad Smallwood preached... Continue reading »
by Zach Rodgers // October 1st, 2012 //
»

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