Case Study: Kellogg Company achieves $20.5M in ad savings and 25x ROI with Salesforce DMP

Salesforce DMP Helps the Kellogg Company Reduce Wasted Spend and Drive New Value

The Kellogg Company, a global leader in cereal, snacks, and frozen foods with nearly $15 billion in revenue, faced a major digital-marketing challenge: reduce wasted impressions in video and display ads and achieve deeper, 1-to-1 personalization beyond basic demographics. With over $1 billion in annual ad spend and more than half of its digital buying done programmatically, Kellogg needed a data-driven decision engine to boost efficiency and effectiveness across channels.

Kellogg deployed Salesforce DMP’s Cross-Channel Frequency Management to cap and allocate impressions at the individual level, prioritize under-served high-value audiences, and enforce caps across DSPs, private marketplaces, and direct buys. The approach cut waste, letting Kellogg reallocate impressions to the short tail (1–3 touches) to amplify awareness and sales without extra spend; it saved $20.5 million in wasted video and display spend and delivered an ROI of more than 25x. Kellogg now also uses other Salesforce DMP tools—Audience Discovery, Customer Journeys, and Link—to further refine targeting and measurement.

Kellogg's