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.

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