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CPGs Make Data Inroads
CPG brands like P&G and Clorox are starting to crack the code on digital spending, according to a report from L2. CPGs are getting smarter about using data-rich channels like search, where they can capture intent. By bidding on cheaper top-funnel queries and letting retailers like Target and Walmart fight over the more expensive brand names, CPGs are decreasing the bid costs while increasing visibility. Programmatic is still key, but these brands are moving away from the long tail and buying […]
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