Heineken Uses Programmatic To Better Understand Customers

CANNES — Heineken may not be able to take advantage of everything programmatic ad buying techniques offer – but that doesn’t mean it can’t use programmatic technology to better understand its customers. USA region senior media director Ron Amram tells a Cannes Lions panel discussion: “We are not big users of data, we don’t have a lot of […]

 
 

MediaVest’s AOD Reorg ‘Benefits’ Our Campaign: Heineken’s Amram

CANNES — We have heard a lot this year about how SMG’s VivaKi has moved much of the functionality of its distinct Audience On Demand programmatic division out in to sibling agencies. That has been the internal reorganization story. But what do clients think? “MediaVest has completely rethought staffing on our business. For the most part, it’s been […]

 
 

Mondelēz’s Bough Worried About Open Exchange Neutrality

CANNES, France — What are the pros and cons of scale and consolidation when it comes to programmatic advertising technology? One major marketing figure is worried about the possible effects. “The thing that concerns me the most as we go in to programmatic is the neutrality of exchanges,” Mondelēz International’s VP of global media and Consumer engagement, Bonin […]

 
 

Heineken Taps TubeMogul for Programmatic Campaign

CANNES, France — Heineken’s US advertising boss is growing confident on the imminent melding of TV and online ad buying. “We’re getting to the point where the wall between traditional television and digital video are coming down,” Ron Amram tells Beet.TV. “You can literally see across it – looking at GRPs across the whole landscape. “With […]