How programmatic drove brand growth for Kimberly-Clark

Geoffrey Precourt

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.