ExchangeWire, Feb. 18: For a well-established global brand like Kimberly-Clark, programmatic not only offers the ability to optimise media buys and improve consumer targeting, it provides critical data that is the backbone of the CPG company’s marketing vision.
In this Q&A profile, Mayur Gupta, Kimberly-Clark’s global head of marketing technology and innovation, underscores the importance of its DMP strategy while emphasising the need to ensure a “connected omni-channel experience”. He also explains why Asia-Pacific seems to be lagging in terms of programmatic adoption, but points to mobile as a significant factor behind the way it drives brand in the region.
Read the article here.
Book your tickets to see Gupta speak at the Programmatic Summit here.
