Lidl: Programmatic is new, shiny and overvalued

Lidl has experienced a rapid ascent over the last five years, with it recently overtaking Waitrose to become the UK’s seventh biggest supermarket.
At the same time, its marketing spend has soared. In 2013, the German discounter invested just £28m in advertising. Yet, even though there are still three months of the year to go, Lidl has already spent £75m in 2017. This growing investment has allowed it to grow its brand perception around quality making the middle classes reconsid