Mondelez (@MDLZ) bought the first Super Bowl ads purchased through software. Mondelez will run 15-second spots with programmatic technology during the halftime show for  @Oreo and @Ritzcrackers. However, the spots will only show regionally. Mondelez said the ads are a glimpse into the future of automated TV buying, as the spots will illustrate what’s possible and where all of this is going.  A primary benefit to programmatic TV is that advertisers receive analysis of views within 24 hours compared to 30 to 45 days later. Oreo had the most popular tweet after an unexpected blackout during the Super Bowl two years ago. The quick thinking tweet instigated the shift towards brands generating social media during live events.- Link