Unilever Wants Its Money's Worth From Digital Advertising, Mansfield Says

Unilever developed an advanced programmatic advertising strategy in order to get from digital marketing what it is paying for, according to the company’s global VP of media for Europe and the Americas, Sarah Mansfield. She said one of the biggest challenges of her job is the degree of how localized media can be, such as the case with Latin America and other emerging markets and how they differ from the developed countries. Mansfield said the industry has reassured Unilever of full support for its demand that digital ads be seen 100 percent on a web page.