Why (and how) programmatic works at Kimberly-Clark

This event report discusses how Kimberly-Clark first explored programmatic advertising. As a means of securing buy-in to this approach, especially from the firm's procurement department, the emphasis was initially placed on the cost savings it promised to deliver.

Why (and how) programmatic works at Kimberly-Clark

Geoffrey PrecourtWarc

"Two-and-a-half years ago, Kimberly-Clark made the conscious decision to learn about programmatic buying."

And that choice came with two conditions, according to Mark Kaline, the firm's...