Heineken prioritizes mass reach over hypertargeting on Google and Facebook

Heineken is shifting dollars from TV to Google and Facebook as the digital platforms become the new preferred way to reach mass audiences. The brewer is rethinking the role of platforms long touted for their ability to deliver highly personalized messages. Digital (especially Google and Facebook) is a mass medium for Heineken, and as such, it’s increasingly using them to reach ...Read the full article