Cleaning supply company Clorox is a big believer in programmatic online advertising, despite industry-wide challenges around fraud, viewability and transparency. This year, Clorox Co. will spend three times as much on digital advertising purchased with automated buying tools than it did during 2014, according to Chief Marketing Officer Eric Reynolds. That means about 50% of its entire digital budget will end up being dedicated to programmatic buying this year.
This year, Clorox, a cleaning supply company, will spend three times as much on digital advertising purchased with automated buying tools than it did in 2014. This means programmatic buying will account for 50% of its digital budget. Despite the visibility issues that surround programmatic, Clorox is "very confident" it is getting good value and a good return from programmatic. The other half of Clorox's budget will be spent on more customised programs with companies such as Huffington Post, BuzzFeed and Refinery29, which often involve sponsored content or "native" ads.