Case Study: Kellogg’s saves $20.5M in wasted ad spend and achieves 25x ROI with Salesforce DMP

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

The Kellogg Company, a global foods leader with nearly $15 billion in annual revenue and more than $1 billion spent on advertising each year, sought to make its growing digital ad spend more efficient. Facing heavy programmatic buying and a need for deeper consumer insights beyond demographics, Kellogg’s primary challenge was to eliminate wasted video and display impressions while delivering more personalized, 1-to-1 experiences.

Kellogg implemented Salesforce DMP’s Cross-Channel Frequency Management to control and cap impressions across DSPs, private exchanges, and direct publisher buys—counting exposures across web, mobile, and video—while prioritizing under‑served high‑value audiences. By reallocating saved impressions to a short-tail strategy (one to three touches per user), the company increased brand awareness and sales without additional spend, saving $20.5 million in wasted ad delivery and achieving an ROI of more than 25x; Kellogg now also uses other Salesforce DMP capabilities like Audience Discovery and Customer Journeys.

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