The Kellogg Company is one of the first big brands to embrace programmatic buying. It is implementing its solution with BrightRoll, Google and Yahoo serving as its DSP partners, says Bob Arnold, Director of Digital and Social Media Strategy at Kellogg, in this interview with Beet.TV
We spoke with him at the BrightRoll Video Summit last week in Manhattan.
Arnold explains how the programmatic is used between Kellogg brands. He discusses the use of “private” arrangements with certain publishers — and shares his view of the future of programmatic buying.