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‘We should own it’: Hershey’s programmatic chief on AI agents and media mix modeling | ATDb

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‘We should own it’: Hershey’s programmatic chief on AI agents and media mix modeling

‘We should own it’: Hershey’s programmatic chief on AI agents and media mix modeling

DigidayMay 14, 2026Sam BradleyRead original

Last updated May 14, 2026 by RSS Ingestion

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The confectionary advertiser has developed an AI-enabled MMM system to inform its media investments. Programmatic boss Vinny Rinaldi said it won't be stopping there.