General Mills

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Location, Location, Location The FTC’s consumer privacy case against Kochava is back on the docket. Last year, the consumer watchdog accused the mobile app analytics platform of selling users’ geolocation data in an open market. However, the presiding judge threw out the FTC’s […]

Ibotta’s consumer-focused offering still makes up more than half of its business, according to CEO and founder Bryan Leach. But its performance marketing network is its future.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Better Safe Than Sorry  Brands are nervous about misinformation, especially as generative AI tools make it relatively easy to create convincing fake images, audio files and videos. General Mills is teaming up with verification company Zefr to measure misinformation around its social media […]

DoubleVerify reaped the benefits of a cautious Q4 for ad spending – and it will continue to benefit as measuring performance remains a priority for advertisers. The measurement company reported a 27% growth rate in Q4.

Old El Paso launched an awareness campaign to reach new customers in the UK with personalized ad creative promoting “Fajita Friday” (because why stop at Taco Tuesday?). Specifically, the General Mills-owned brand saw an opportunity to reach incremental new households with more individualized messaging, said Aditi Hilgers, head of meals for General Mills in the UK, which is partnering with WPP-owned agency Mindshare and search intelligence company Captify on the campaign.

Retail media networks (RMNs) and the ad industry are in the honeymoon phase. RMNs are currently cresting the peak of inflated expectations, according to Gartner’s most recent hype cycle report focused on digital advertising, which was released over the summer. And you know what comes next: a slip down into the trough of disillusionment. It’s […]

General Mills is going deep on its first-party data strategy. Heather Conneran, director of brand experience platforms, shares the CGP marketer’s lessons learned from its time in the digital transformation trenches.

Everything that General Mills does online is designed to drive purchases, says Jeff Austin, senior mar tech manager at the CPG giant, and that includes the more than 300 brand websites that General Mills maintains across 42 countries in 26 different languages. Its consumer-facing sites fall into two main buckets. Core brands, including Betty Crocker […]

When General Mills launched Tiny Toast in June, its first new cereal brand in more than 15 years, the company also launched its first completely digital marketing campaign. Because General Mills was targeting millennials, it stayed away from traditional TV and instead placed short video clips across YouTube, Snapchat and Instagram. In the two months […]

At the Advertising Research Foundation’s Industry Leader Forum yesterday in New York, one point of contention was around marketing mix modeling. Marketing mix modeling is “a core part of our decision-making,” remarked Patrick McGraw, director of consumer and market at P&G, during a panel about measuring marketing effectiveness. “It helps us develop a better understanding […]