Hershey gives programmatic media a taste of accountability

The Hershey Co., the candy manufacturer, is increasingly able to link its programmatic advertising with offline sales.

The Hershey Co. has discovered a way to connect its programmatic advertising to offline sales.

“We're looking at how to tie more sales back to media,” Vincent Rinaldi, head/addressable media and technology at the confectionery firm, explained at the Advertising Research Foundation’s (ARF) 2019 AUDIENCExSCIENCE conference.

“Most of what we used to buy was everybody [aged] 18-plus with a mouth. We didn't know what that actually meant; we were targeting viewability rates [and] completion rates.”

To move beyond that raw data to more actionable information was a complex challenge: “[For] a dollar chocolate bar, the margins are...

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