Why L’Oreal Is Giving Media Ownership A Spin

AdExchanger |

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 »

The post Why L’Oreal Is Giving Media Ownership A Spin appeared first on AdExchanger.

Read more

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

AdExchanger |

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 »

The post L'Oréal Plan To Take Over Data Before Data Takes Over Marketing appeared first on AdExchanger.

Read more

L’Oreal’s Digital Transformation Is Far More Than Skin Deep

AdExchanger |

L’Oreal doesn’t like the word “programmatic.” “We prefer ‘precision marketing,’” said Lubomira Rochet, L’Oreal’s chief digital officer. Precision, Rochet said, is about something deeper than targeting or frequency capping or the sequencing of messages. While important, those are tactics, not the cornerstones of a strategy. “But precision advertising goes beyond programmatic,” she said. “For us,Continue reading »

The post L’Oreal’s Digital Transformation Is Far More Than Skin Deep appeared first on AdExchanger.

Read more