Rankin Carroll, the chief business officer of Mars Snacking, said that 25 billion [1] ad impressions mean nothing in the context of marketing success.

This perspective challenges the reliance on vanity metrics within the advertising industry. As companies scale through massive mergers, the focus is shifting from raw visibility to tangible business outcomes and integration efficiency.

Carroll shared these insights during a June 2026 episode of the CMO Insider podcast, presented by LinkedIn Ads. During the interview with Lara O'Reilly of Business Insider, Carroll said the strategic direction of Mars Snacking following its $36 billion [1] acquisition of Kellanova.

The conversation highlighted the complexities of managing a global snacking portfolio. Carroll said that high impression counts do not necessarily translate to brand loyalty or increased sales, a critical distinction for a company integrating a multi-billion dollar asset.

The $36 billion [1] purchase of Kellanova represents a significant expansion for Mars Snacking. The company is now tasked with aligning its marketing strategies across a broader range of products while navigating the challenges that accompany such a large-scale acquisition.

By dismissing the value of 25 billion [1] impressions, Carroll signaled a preference for metrics that demonstrate actual growth and consumer conversion. This approach suggests that the company is prioritizing quality of engagement over the quantity of views as it stabilizes its new corporate structure.

“25 billion impressions 'means nothing'”

This shift in rhetoric from a top executive at Mars Snacking reflects a broader trend in corporate marketing where 'vanity metrics'—such as impressions—are being deprioritized in favor of performance-based data. Following the $36 billion acquisition of Kellanova, the company must prove the synergy of the merger through revenue growth rather than mere brand awareness, signaling a more rigorous approach to measuring return on investment in its advertising spend.