Oreo Marks First Super Bowl Ads to Be Purchased Programmatically

As marketers are competing to impress their audience with creative Super Bowl ads, Oreo becomes the first to buy Super Bowl ads with programmatic technology that will for sure excite ad geeks. Oreo Super Bowl Programmatic TV Commercial

Mondelez, Oreo's parent company, is running 15-second spots during the halftime show for Oreo and Ritz, and the commercials will only show in Erie, Pa., to about 100,000 people. According to Brett Wilson, CEO of TubeMogul, this is the very first Super Bowl ad bought through software.

Now you may wonder: what on earth is programmatic TV advertising? Well, simply put, it is a data-driven automation of audience-based advertising transactions which relies on audience data instead of show ratings to pipe advertising to optimal places. Because of the way programmatic ads work, brands and agencies stand to benefit from more targeted TV marketing. Meanwhile, advertisers can get analysis of the views within 24 hours and know exactly what ran.

Of course there is some fear in the industry about the programmatic future, because the technology is seen as a threat to the ad world's glamour and creativity. Also, ad space sold programmatically is often viewed as being lower quality.