Programmatic media is trending with Tubemogul announcing media partnership with Mondelez International. According to a Press Release,North America will be the first pilot market for the partnership with Mondelez International, the world’s pre-eminent maker of chocolate, biscuits, gum and candy. The partnership aims at optimizing Mondelez International’s online video advertising strategy – including media planning, buying and ad serving using TubeMogul’s software. It reflects the growing trend of utilizing programmatic buying to improve online video effectiveness. Mondelez International will debut the use of the software in the Canada and United States with potential expansion to additional markets in Africa, Asia, Eastern Europe and the Middle East.

As part of this, the company will establish a programmatic media buying team at MediaVest.

American Express and P& G have similar partnerships to reach audience in a multi screen world.

According to Marketing Land, programmatic and real time buying (RTB), which offer a scalable solution for marketers based on data and which make custom advertising seriously challenging. If you only know who your ad is reaching, and don’t know exactly where the user is seeing the ad (i.e., because you are buying media via ad exchanges), then it becomes very difficult to customize the experience on a site-by-site basis. The technology used to enable this kind of customization is not on anyone’s deployment horizon.
Real-time bidding explained in an infographic