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
Online Advertising Specialist
Tableau Softwarwe
Seattle, WA
Director, Digital Research (Burbank or New York)
Warner Bros. Entertainment Inc.
Burbank, CA
Data Entry and Integrity Coordinator
Interactive Advertising Bureau
New York, NY
Director of Business Development - Denver/New York
zvelo
Denver, CO
Director of Marketing - Denver
zvelo
Denver, CO