Kellogg does not work with its agency's trading desk on programmatic buying ("They remain an important partner") but licenses directly from DSPs. Suarez-Davis said he has occasionally stood accused by publishers of "diving to the bottom" with its programmatic strategy, essentially trying to drive down prices without regard to inventory quality or brand value.
"There was some chatter in the industry that we were just pushing for a lower CPMs. That's absolutely false. We were looking for data to help us increase our efficiency and create value," he said.
But it is true that Kellogg has moved away from the notion of "premium," often spouted by upmarket media brands. Premium, at least to Kellogg's marketing organization, has become a dirty word.
"No one has the same definition of premium. We would say that premium inventory is inventory that lifts our brand metrics and ROI. Ironically that could be some of the cheapest CPMs out there," he said. "We ensure we are in the marketplace, continually optimizing impressions. We're not really that concerned with premium."