How Hershey is blending online and offline data

The Hershey Co., the candy manufacturer, is using a “real-time optimizer” the maximize the impact of its programmatic ads.

The Hershey Co.’s new “in-flight optimizer” enables it to rapidly understand the connection between its programmatic media buys and brick-and-mortar sales.

Research firm IRI – the owner of a dataset that covers 500 million retail...

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