By Skip Brand
“And brands have had little use for programmatic buying and ad tech in general since it’s all been primarily geared for direct-response sellers,” wrote Mike Shields in Adweek last week.
That may be true today (who am I to question Mike Shields?), but it probably won’t be for long. Sure, programmatic may have been created with DR in mind, but that doesn’t mean it can’t work for brands. Erin Matts, CMO of Annalect, points to Kellogg’s, a brand reaping the benefits of (and evangelizing) programmatic. She should know: Matts served as global director of Anheuser-Busch InBev and CMO of Glam Media, in addition to her many years with Omnicom.