Diageo: Programmatic enables us to do ‘really great marketing’

The digital ecosystem, with all its fraud, viewability and brand safety issues, is increasingly seen as a murky and challenging place for brands to be. And with Procter & Gamble saying this week it is planning to slash “wasted” digital media spend by half, many other marketers will no doubt be wondering whether they should be pulling the purse strings and following suit.
Diageo, however, is not one of them. Its head of global digital media partnerships, Jerry Daykin, says he is c