- Mondelez International — parent company of Oreo, Chips Ahoy, Toblerone, and Trident — has struck a deal to begin buying programmatic video ads through ad tech firm TubeMogul.
- Of Mondelez's $200 million marketing budget, 25% is devoted to digital — and that figure is expected to grow to 50% by 2016, with programmatic video taking up the majority.
- The goal of Mondelez is to capture more users that watch video online and on mobile versus television.
As reported by AdExchanger last month, the percentage of ad budgets devoted to programmatic is growing across the board. Influential brands like American Express are even considering going 100% programmatic. Because of that, it's not a shock that Mondelez would move in that direction. In fact, it just shows the company is industry savvy.