Mars Imagines Life After Cookies, Solved By AI

LAS VEGAS — As a confectioner, Mars doesn’t necessarily want to quit on cookies – at least, not the kind you can eat. But digital cookies, the traditional identifiers used to profile audiences, are being deprecated nonetheless. For advertisers like Ron Amram, Sr. Director, Global Media at Mars, that poses a challenge. But, in this […]


Mars Measuring-Up On Three Waves Of Data, Says Media Head Amram

In a high-speed, data-driven world, the demand for precise measurements in digital advertising has never been higher. With the rise of first-party data and the growing complexity of consumer metrics, advertising is exiting the era of broad strokes and entering a realm of razor-sharp focus. That’s where Ron Amram comes in. Previously head of media […]


Attention Metrics Help to Evaluate Media Strategy: Mars’s Ron Amram

The media marketplace is more fragmented than ever before as consumers divide their time among a bigger variety of connected devices and content platforms, which include social media and streaming services. This complexity challenges marketers to better understand how people pay attention to advertising. “What we have been searching for is really a way to […]


Contextual Ads Must Be Part of Premium Viewer Experience: Mars’s Ron Amram

CANNES – High-quality content helps to engage consumers, improving the likelihood they’ll see advertising and even consider buying different products and services. These contextual ads are regaining importance as marketers confront the eventual disappearance of technologies like device IDs and tracking cookies that help with online targeting. “The way we do targeting today is going […]


How CTV Optimizes Media: Views From Zenith, Tubi, Mars, JPMorgan Chase, Wavemaker, Univision & A+E Execs

In a challenging business environment and with traditional TV viewing waning, a growing number of brands and their ad agencies are leaning into connected TV. There, they can employ data-driven buying, targeting and measurement. But what’s the right balance of digital and linear, and how can buyers wring the best effect from the new channel? […]


AI Has Bigger Role In Media Investment: Mars’s Ron Amram

The increased fragmentation of the media marketplace gives advertisers more ways to reach target audiences, though it also brings more complexity. Advertising technology is evolving to help marketers navigate the landscape amid significant shifts in media consumption habits. “Media has become more complicated as we’ve seen more fragmentation, the shift to digital and the shift […]


Upfront Market Faces Pressure Amid Need for Flexibility: Mars’ Ron Amram

As the TV upfront sales season enters its final week, advertisers are seeking more flexibility with their media spending amid ongoing shifts in viewing habits. Mars, the confectioner whose brands include M&M’s, Milky Way and Snickers, is keeping a close eye on those trends as traditional linear TV becomes a smaller part of the media […]


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 […]