Mutinex

Mutinex and The Trade Desk Launch Biddable Outcomes

At an ADWEEK House Cannes session co-hosted with Mutinex, industry leaders discussed aligning AI-driven media buying with real business outcomes. Mutinex announced "Biddable Outcomes," an initiative with The Trade Desk to surface outcome-based measurement directly inside programmatic activation; The Hershey Company is an early tester applying incrementality signals to bidding decisions. Speakers warned that AI accelerates whatever objective it is given—so poor objectives (CPMs, last-click) scale faster—and argued for buy-side, independent measurement, clean data foundations, consistent taxonomy, and the operational conviction to act on measurement. The conversation emphasized optimizing to incrementality and integrating measurement into live media decisions rather than treating measurement as a post-campaign exercise.

Hershey Says It Should Own AI Agents and Modernize MMM

Hershey’s VP of media and marketing technology, Vinny Rinaldi, describes how the company built a system of AI agents to accelerate media mix modeling (MMM) and speed measurement from months to weeks. Hershey has worked with vendors including Mutinex, Tracer.tech and Chalice, and has integrated those capabilities into its bidding ecosystem across The Trade Desk, YouTube and Meta. The approach prioritizes “relevance over reach,” influenced Hershey to increase investment in Reddit for Reese’s, and will inform the company’s TV upfront strategy. Rinaldi says Hershey should own agentic planning assets because they are fueled by the brand’s sales and first‑party data, and he emphasizes the importance of building a solid infrastructure foundation and keeping human critical thinking in the loop.

Hershey Runs Roku-to-Instacart CTV Proof‑of‑Concept

Hershey publicly documented a closed-loop CTV-to-commerce proof of concept that tied a Reese’s interactive Roku ad to Instacart as the purchase endpoint. The Roku campaign delivered a verified 4x return on ad spend and 84% of users who showed purchase consideration were new-to-brand buyers. Hershey also rebuilt its marketing-mix-modeling infrastructure with Mutinex and Tracer to run monthly (upgrading from quarterly reads), allowing $2 billion of media and trade spend to be re-evaluated twelve times per year. VP of Consumer Connections Vinny Rinaldi framed the effort as an architecture play: brands should own clean data, auditable identity, and measurement before handing control to agentic AI layers. The case study signals a CPG example of streaming moving from awareness to verifiable commerce outcomes and highlights the operational value of owning the full activation, measurement, and budget-reallocation stack.