Programmatic ad buying has crashed the Super Bowl, advertising’s biggest day.
Mondelez has bought two local 15-second spots that will be seen in Erie, Pa., during the Super Bowl half-time show using TubeMogul’s programmatic platform and Wide Orbit’s TV online marketplace.
Programmatic buying matches employs automation consumer data with advertising inventory. Used first for buying online inventory, programmatic buying is being increasingly used for TV spots, especially at the local level.
The national Super Bowl ads, which NBC sold for about $4.5 million per 30 seconds and will reach millions of viewers, were sold the old-fashioned way.
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