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How Anheuser-Busch Optimized Its Digital Media Supply Chain [Video]

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Digital Marketing for Professionals

Chris Kane’s job is to take a look at a brand’s digital ad buys to see where there are overlaps that can be eliminated to improve the efficiency of the entire strategy. But in order to do that, brands have to understand exactly what they’re buying through each exchange.

Kane, founder and president of supply chain optimization firm Jounce Media, talked about how that can be accomplished during Adweek’s NexTech 2020 Virtual Summit today. Joining Kane on the virtual stage was Anheuser-Busch digital media director Laurel Van Tassel, who shared how the brewer has cracked the code on how to buy effectively.

When Van Tassel first started looking into the brand’s programmatic ad buys, she said that the company was buying across more than 50 exchanges, a number of which “were completely unknown,” she said.

“That was completely leading to inefficiency and overlapping inventory, which really caused us just to overpay for exchange …

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