Mondelez International has teamed up with video ad buying platform TubeMogul to roll out what it claims to be the first programmatically-purchased Super Bowl TV ad.

Fifteen second clips for the firm’s Oreo and Ritz brands will air in Erie, Pennsylvania, as Mondelez looks to pilot the automated buying of TV advertising.

The ads will be bought through a partnership between TubeMogul and ad management software provider WideOrbit, using the latter’s programmatic TV online marketplace.

“We’re proud to be the first company to test out automated ad buys during the Big Game,” said Laura Henderson, associate director of US media and communications at Mondelez.

“This pilot will help us learn how to transform media buying with leading-edge technology. Data-driven buying is the future of TV and media. We believe it will play a key role in improving our ROI, and helping to fuel growth for our Power Brands.”

TubeMogul co-founder and CEO Brett Wilson added: “The Big Game is the pinnacle of brand advertising, and the fact that a global powerhouse like Mondelez International is buying TV inventory programmatically on the world’s largest stage proves that software can transform video advertising at any level.”

Mondelez has previously used the Super Bowl as a platform for digital marketing innovation, gaining huge attention for an Oreo tweet addressing the unexpected blackout during the 2012 game.

Last month, Pete Mitchell, global media innovations director at Mondelez International, explained why the company likes to “make a song and a dance” about its media innovations.