Dive Brief:

• The parent company of Sour Patch Kids, Oreos, and Cadbury, just to name a few, has announced a new ad partnership with Google.
• The deal includes a "new model of high-quality, low-cost video content," and the spots will be piloted with Fullscreen, Youtube's youth media company.
• The digital video ads will focus on Sour Patch Kids to start, but "is evaluating expanding the approach across brands and geographies," the company said in a statement.

Dive Insight:

Mondelez spends about $200 million annually on advertising efforts in the U.S. alone. The company also made a global strategic partnership with Facebook in March, which is still considered to be "the core of our media investment plans."