Reckitt-Benckiser shifts $20m on line

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Reckitt-Benckiser plans to move $20 million of its media spend budget from TV into online video for 15 of its brands, as it looks to secure more efficient advertising rates.

Reckitt-Benckiser will partner with adserving video ad networks, including Glam, Tidal TV, YuMe and Brightroll, rather than TV network websites, which charge higher online CPMs.

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