John Helm x LabTalks: Unpacking Biddable Media

In this episode of LabTalks, Ben and John Helm dive deep into the world of biddable media, exploring its crucial role in the digital marketing funnel.

They discuss the importance of programmatic, paid social, and paid search in reaching audiences where they spend their time. Learn how Mars and Essence MediaCom are shifting their strategies to embrace transparency and efficiency in media buying, while also focusing on sustainability and responsible media choices. From exploring new channels like addressable TV to the benefits of programmatic out-of-home advertising, this episode is packed with insights on the future of digital advertising.

Ben and John also discuss Mars and Essence MediaCom’s innovative approaches to Supply Path Optimization (SPO), the future of targeting, and the exciting potential of AI and automation in digital advertising.