The partnership aims at optimising Mondelez International’s online video advertising strategy, including media planning, buying and ad serving, using TubeMogul’s software.
Mondelez will debut the use of the software in Canada and the US, with potential expansion to additional markets in Africa, Asia, Eastern Europe and the Middle East.
As part of this, the company will establish a programmatic media buying team at MediaVest, Mondelez International’s media agency of record for North America. The newly formed team will leverage TubeMogul’s full product suite for media buying, including BrandPoint, a tool for accurately buying digital video on a gross rating point (GRP) basis.
Media bought through alternate channels will be served and audited for viewability by TubeMogul.
“Mondelez International’s digital branding strategy has always been ahead of the curve,” said Brett Wilson, TubeMogul’s CEO and co-founder. “The way they harness the power of software to amplify their strategy is groundbreaking and we’re proud to enable that in video.”
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