Dive Brief: 

• 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. 

Dive Insight: 

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.