Hasta La Creative!

Each of these companies has either released or is producing ad platforms that will use their data to make ad buys across the web. Rakuten, a large Japanese e-commerce company, also introduced a U.S. ad business last month with the expectation that it will eventually use its first-party data to sell ads.

In addition to these giants, many marketers — including Kraft, Netflix and Kellogg — are using their own data in-house so they control their approach to automated ad buying.

By using their own data, marketers can reduce their dependence on ad-tech middlemen, which can charge 15% per transaction in many cases. For example, Kraft used its data as a negotiating chip to lower these rates, according to Bob Rupczynski, a VP leading the company’s in-house data effort. “I think you’ll see a correction,” he said, speaking of ad-tech rates.

Continue reading at AdAge.com