Some of the biggest CPGs are keeping their data to themselves

03/18/2013 | Advertising Age (tiered subscription model)

Brands such Unilever, Procter & Gamble, Kimberly-Clark and Kellogg have decided to keep their data in-house, fearing that sharing the expensively collated insights will overcommit them to their current digital shops and limit future flexibility, writes Jack Neff. The companies have built their own data management and demand-side trading platforms to handle digital buys. "We designed it this way so we can retain the data and plow it back into our [customer-relationship management] systems," says Mark Kaline, global director of media, licensing and consumer services for Kimberly-Clark.

View Full Article in:

Advertising Age (tiered subscription model)

Published in Briefs:

SmartBrief Job Listings for Media

Job Title Company Location
Director, Sales Training & Enablement
Pandora Media, Inc.
Oakland, CA
Marketing Manager/Director
Business Insurance
Chicago, IL
Marketing Manager/Director
Business Insurance
Chicago, IL
Associate Director of Ad Operations
Opera Mediaworks
New York, NY
Senior Manager, Marketing
IAB
New York, NY