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Marketers Look At Programmatic Media Buying

October 15, 2015: 12:00 AM EST
Unilever, Nestle, GlaxoSmithKline, and TUI plan to scale their programmatic media buying approaches with dynamic delivery of creative as part of their efforts to deal with the issue of brands reaching the right audience but with the wrong creative. Marketing experts featured at the recent Ad:Tech conference said programmatic advertising is basically about audience trading; however, marketers and their agencies have yet to fully leverage its potential benefit to create more dynamic creative. For its first attempt at employing the technology, Unilever launched the video “Romeo Reboot” for its Axe brand in Brazil.
Seb Joseph , "Unilever, Nestle, GSK and TUI to scale programmatic ads with dynamic creative", The Drum, October 15, 2015, © Carnyx Group Limited
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