Mondelez International has signed a partnership deal with technology firm ChannelSight in a bid to maximise e-commerce sales opportunities.

The agreement will see it add "buy now" buttons to owned, earned and paid for media platforms across 25 markets, linking to over 130 retailer websites.

"As a global company, we're looking at converting all our media investments into buying opportunities for consumers by driving e-commerce transactions at key retailers' websites. This partnership is a crucial step in our journey to help accelerate growth through e-commerce," said Bonin Bough, chief media and e-commerce officer at Mondelez International. "By turning more of our branded content into buying opportunities for consumers, we'll also continue to improve our return on investment and this will help fuel growth for our power brands."

Cindy Chen, global head of e-commerce at Mondelez International added: "In addition to the media monetization aspect, it will also enable us to get more insights into consumer behaviours, preferences and motivations. And leveraging this intelligence in e-commerce is indispensable."

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By GlobalData