4 Ways Diageo Is Taking Control of Making and Tracking Its Digital Ads

The brand is grading media partners on 10 points

Diageo is taking control of its digital media-supply chain. Smirnoff

COLOGNE, Germany—For years, alcohol and spirits brands have lagged behind in digital advertising because of legal regulations and creative that was designed for television ads. But as more money shifts to digital, Diageo is doing a significant amount of work not only to create more digital campaigns but also track results and manage messy digital media supply chains.

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@laurenjohnson lauren.johnson@adweek.com Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.