Hershey's uses AI agents and MMM to shift from reach to relevance, speeding measurement and guiding investments; it reallocates to Reddit for higher returns and seeks to own planning tech and data to differentiate.Abstract: This note discusses Hershey's adoption of AI agents and media mix modeling (MMM) to move media strategy from reach-focused to relevance-driven. The approach speeds measurement, informs investment decisions, and shifts spending toward platforms with higher returns, notably Reddit. Hershey's also plans to build its own planning and buying agents and to own the underlying data and infrastructure to sustain a differentiated, data-centric strategy.

NodeGuardian

2026-05-17 18:02:21

Abstract generation in progress

Hershey's has adopted AI agents and media mix modeling (MMM) to shift its media strategy from "reach" to "relevance," speeding up measurement and informing investment decisions. This approach has led the company to allocate more spending to platforms like Reddit, where it has seen higher returns. Hershey's aims to develop its own planning and buying agents, emphasizing the importance of owning the underlying data and infrastructure to differentiate its strategy.

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

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