With more than 25 brands including Orea, Milka, Lu, Prince, Tuc, Toblerone and Côte d'Or, Mondelēz International, one of the world's leading advertisers, rolled out 460 e-retail media campaigns in 2021. Matthieu Guignard, E-commerce Strategy Director, shares his vision of this marketing tool, players, assets and expectations. He pointed conversion measures as a limitation.

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