LONDON — One theory holds that super-targeted and automated online ads can most benefit companies that sell products, because campaign outcomes can be tracked all the way through to purchase.

But that doesn’t have to mean mere product manufacturers – which, traditionally, rely on someone else to sell their stuff – have to be left out, says Candice OdhamsEMEA engagement director of WPP’s Xaxis programmatic advertising unit.

“Traditionally, Xaxis would have worked with a lot of clients who hold a lot of data about their audiences,” she tells Beet.TV in this video interview.

“But, actually, won we’re starting to work with more clients in the CPG or FMCG sector, who might not have a digital sales point but who understand that’s where their audience exists. They’re starting to grapple with the fact that harnessing their own data … can really help them.”

Earlier this year, Mondelēz International marketing chief Bonin Bough told Beet.TV how brands buying ads that drive traffic to wholesale retailers will push ecommerce to new heights. By putting more money in to ecommerce, so that Mondelēz can drive actual custom for its own food stuffs, Bough can bridge the gap.


This video was produced at the Future Of TV Advertising Forum. Beet.TV’s coverage is sponsored by Xaxis. You can find more Beet videos from the conference on this page.