Clorox is putting about 50% of its entire digital media budget toward programmatic buying this year, that’s three times as much as it spent on the automated buying tools in 2014.
Despite concerns over fraudulent traffic scams and viewability issues, Clorox CMO Eric Reynolds tells the Wall Street Journal that “the value is impressive.” For those that need a refresher, programmatic marketing encompasses a variety of technologies that automate the buying, placements and optimization of media inventory.
Find out here what Clorox is up to, including which vendors it works with to power it programmatic campaigns.
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