Papa Johns Surveillance-Based Advertising

Papa Johns is spying on people’s buying activities to predict when they are low on food: The pizza chain recently tapped NBCUniversal, Instacart and the dentsu-owned media agency Carat for help reaching consumers when they’re low on groceries—and thus more likely to be swayed by a mouth-watering ad. The idea is to reach hungry consumers by “knowing what is in their fridge without being too creepy,” said Carrie Drinkwater, chief investment officer at Carat. To achieve that goal, NBCU and…

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