Albertsons Performance Media Seeks To Capture More CPG Spend As Lines Blur Between Brand And Shopper Marketing

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Albertsons has unleashed shopper data from its network of 2,300 stores to help CPG advertisers determine whether their digital ad spend drove sales. When the grocery chain, whose numerous brands include Safeway, launched Albertsons Performance Media last week, it joined retailers like Target, Kroger and Walmart, which have each invested in building an audience activationContinue reading »

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Procter & Gamble Plans To Keep Slashing Marketing Costs

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Procter & Gamble isn’t done trimming its agency and advertising investments, even after a year of deep cuts to media and production budgets, according to senior managers during the company’s Q2 earnings report on Tuesday. Digital media and tech vendors have become more transparent since P&G began crusading against online supply chain failures a yearContinue reading »

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Why L’Oreal Is Giving Media Ownership A Spin

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L’Oreal will expand a media ownership strategy it piloted in Mexico to other Spanish-speaking countries to generate first-party cookies from its customer base. The idea is similar to sponsored content, but instead of working with a brand-name media company on a story package, for the past year L’Oreal has developed fiufiu, a kind of pop-upContinue reading »

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How The Beauty Startup Wunder2 Grew From Facebook To Retail Stores

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Since it began delivering makeup product lines in 2015, the London-based beauty startup Wunder2 demonstrates how savvy ecommerce companies can use Facebook targeting and video campaigns to push into retail distribution. Wunder2 follows in the footsteps of Facebook-centric startup brands like the mattress-in-a-box manufacturer Purple, which landed its first retail distribution deal last month, andContinue reading »

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Moet Hennessy Turns To Amazon’s Alexa To Make Luxury More Accessible

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Champagne used to be reserved for special occasions, but Moet Hennessy USA wants consumers to see its luxury products as more of an everyday utility. The company teamed up with its creative agency, Rehab, and Amazon’s voice-activated service, Alexa, to create Bottles and Bubbles, a customized “skill” or application. Once users command Alexa to “openContinue reading »

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L’Oréal Plan To Take Over Data Before Data Takes Over Marketing

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Big consumer product brands like L’Oreal have soaked up as much data as possible in recent years as they try to assemble consumer profiles without the direct data enjoyed by ecommerce merchants and retailers. Doing so requires a multifaceted strategy. L’Oreal’s head of data acquisitions and partnerships, Aruna Paramasivam, described her company’s efforts along theseContinue reading »

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Recount Surprise: Marc Pritchard’s Agenda Under Siege As Activist Peltz Appears To Win P&G Board Seat

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Activist investor Nelson Peltz of Trian Fund Management won a recount vote for a board seat at Procter & Gamble. In the wake of the early October vote, the initial vote count had Peltz down by a narrow margin, but that now appears to be wrong. In a statement shared with AdExchanger late Wednesday, theContinue reading »

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Procter & Gamble Beats Back Activist Investor, And Its Existing Brand Strategy Is Safe – For Now

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Nelson Peltz, founding partner of Trian Fund Management, narrowly lost a bid to win a board seat with Procter & Gamble Tuesday following a vote at the company’s shareholder meeting in Cincinnati, Ohio. Peltz and his Trian fund are known for waging aggressive proxy battles to obtain public company board positions and then using theirContinue reading »

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Criteo Sees New Products And Growth In Data Cooperatives

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Criteo on Friday released a suite of products, including audience matching and customer prospecting, as well as a new policy beginning in the fourth quarter to give buyers and DSPs impression-level transparency into every unit of inventory. At the heart of Criteo’s string of product releases this year is a newfound willingness among retailers andContinue reading »

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Amazon Benefits As CPG Advertisers Trim Digital Dollars

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Amazon is winning a growing share of CPG media dollars, and its September announcement that it would open an office in New York City to house a major expansion of its advertising platform business means the competition will only heat up. It comes as CPG brands pulling back on digital media undercut global agencies, marketingContinue reading »

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