How programmatic drove brand growth for Kimberly-Clark

This event report discusses how Kimberly-Clark combined highly-specific data with programmatic advertising to boost engagement and sales.

How programmatic drove brand growth for Kimberly-Clark

Geoffrey PrecourtWarc

The proof of programmatic trading's impact is not to be found in a series of inscrutable algorithms, but in its ability to more efficiently engage consumers with an advertised product of service.

Photo credit: Andrew Eitelbach/ANA

In an address to the Association of National Advertisers' (ANA) 2014 Media Leadership Conference in Boca Raton, Florida, Mark Kaline, global director/media, licensing and consumer services at Kimberly-Clark – and the co-chair of the ANA's Media Leadership Committee – explained the theoretical appeal of technology-driven media buying.

He also dove into...

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