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Mondelēz International Teams with TubeMogul & WideOrbit to Buy Big Game TV Ads Programmatically

Global Snacking Powerhouse Makes Very First Big Game Local TV Advertising Buy that Uses Programmatic Software

San Francisco, CA; Emeryville, CA; New York, NY – January 30th, 2015 – Today, TubeMogul (NASDAQ: TUBE), a leading enterprise software company for video advertising, and WideOrbit Inc., the leading provider of advertising management software for media companies, announced that Mondelēz International will be the first-ever marketer to programmatically buy broadcast TV advertising during the Big Game. The ads will air on Sunday in Erie, Pennsylvania, and are part of Mondelēz International’s commitment to use programmatic buying to enhance its media effectiveness.

Mondelēz International will run two 15-second advertisements on Sunday, Feb. 1, one for OREO cookies and one for RITZ crackers. The ads will be bought through a partnership between TubeMogul and WideOrbit that matches TubeMogul’s video buying software with broadcaster inventory from WideOrbit’s WO Programmatic–TV online marketplace.

“We’re proud to be the first company to test out automated ad buys during the Big Game. This pilot will help us learn how to transform media buying with leading-edge technology,” said Laura Henderson, Associate Director of U.S. Media and Communications at Mondelēz International. “Data-driven buying is the future of TV and media.  We believe it will play a key role in improving our ROI, and helping to fuel growth for our Power Brands.”

“We continuously look for new ways to experiment and collaborate with our creative and media partners,” said Janda Lukin, Senior Director OREO North America. “We’re thrilled to give our new ‘Play with OREO’ campaign additional visibility through this exciting new channel.”

“Mondelēz International is a true pioneer,” said Brett Wilson, TubeMogul CEO & Co-founder. “The Big Game is the pinnacle of brand advertising, and the fact that a global powerhouse like Mondelēz International is buying TV inventory programmatically on the world’s largest stage proves that software can transform video advertising at any level.”

“The Big Game is clearly the number one broadcast event delivering great value to advertisers.  Mondelēz International’s pioneering effort demonstrates how leading brands can efficiently deliver incremental advertising dollars to local broadcasters through programmatic technology,” said Eric R. Mathewson, Founder and CEO, WideOrbit.”

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About TubeMogul

TubeMogul (NASDAQ: TUBE) is an enterprise software company for digital branding. By reducing complexity, improving transparency and leveraging real-time data, our platform enables advertisers to gain greater control of their digital video advertising spend and to achieve their brand advertising objectives. TubeMogul was incorporated in 2007 and is based in Emeryville, California with operations in New York, London, Singapore, Tokyo, Sydney, Toronto and offices across the United States.


About Mondelēz International

Mondelēz International, Inc. (NASDAQ: MDLZ) is a global snacking powerhouse, with 2013 revenue of $35 billion. Creating delicious moments of joy in 165 countries, Mondelēz International is a world leader in biscuits, chocolate, gum, candy, coffee and powdered beverages, with billion-dollar brands such as Oreo, LU and Nabisco biscuits; Cadbury, Cadbury Dairy Milk and Milka chocolate; Trident gum; Jacobs coffee and Tang powdered beverages. Mondelēz International is a proud member of the Standard and Poor’s 500, NASDAQ 100 and Dow Jones Sustainability Index. Visit and

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