Oreo and Ritz will run first-ever programmatically purchased Super Bowl commercials

Dive Brief: 

  • Oreo and Ritz brands will be appearing this weekend in the first-ever programmatically purchased Super Bowl commercials. 
  • Parent company Mondelez will air spots during the hafltime show regionally in Erie, PA that were purchased with automated software. 
  • The ad tech team at Mondelez believes this buy represents the "future of automated TV buying"an industry that has been hesitant to adopt the practice. 

Dive Insight: 

Mondelez is known for its future-facing marketing tactics, especially because of the Oreo brand, is helping to move TV forward towards programmatic. The process could help streamline and reduce costs in TV commercialssomething the medium may want to do to keep up with digital competitors. The only bummer is that only the good folks in Erie, PA—with a population of about 100,000—will get to see what Oreo and Ritz are up to in the programmatic ads. 

Filed Under: Video Analytics
Top image credit: Flickr user Rob Boudon