From the first clickable banner ad on Global Network Navigator to a world of real time bidding and programmatic buying, the ad tech industry has gone through an evolution that will be difficult to match. From managing a sleuth of publishers, venues and placements within the world of direct buying to having an ability target personas and humans with specific behaviors, habits, needs and desires with almost real time decision making power and precision, the media landscape and paradigms have dramatically shifted. But from a larger context, this shift in the advertising and media landscape is a reflection of something much broader and more fundamental; it is the quest to find the "HUMAN" within the broader world of marketing. It has brought a mindset shift that goes beyond the cost efficiencies that come with programmatic, instead it is an effort to respond to consumer needs and expectations that demand an ability to share the right content to the right consumer at the right time at a device and touchpoint of her choice. It's the need to identify consumer behaviors that need to be changed through inspiration and engagement by using data and technology in a way that has never been done before, eventually delivering a seamless and frictionless consumer experience. The ultimate goal is not how far we go with advertising, media, mobile, social or data for that matter but more importantly how well are we able to connect these dots to deliver the most immersive and relevant experience for the consumer, taking her towards a better life.

1. MAYUR GUPTA | @INSPIREMARTECH
FINDING THE HUMAN WITHIN
PROGRAMMATIC
GLOBAL HEAD, MARKETING TECHNOLOGY & INNOVATION, KIMBERLY CLARK

2. F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C

3. We don’t believe in
digital marketing,
we believe in
‘Marketing in a
Digital World’
Clive Sirkin, CMO of Kimberly Clark
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C

4. CHANGE
HAS HAPPENED

5. EVERYTHING IS DIGITAL

6. KIMBERLY-CLARK | COMPANY CONFIDENTIAL | DRAFT | INCOMPLETE WITHOUT ACCOMPANYING COMMENTARY
DRIVING AND IN FULL CONTROL

7. NO LONGER THINKS ABOUT TECHNOLOGY
CONFIDENT IT WORKS FOR HER

8. 8
NEW ROLE FOR TECHNOLOGY

9. KIMBERLY-CLARK | COMPANY CONFIDENTIAL | DRAFT | INCOMPLETE WITHOUT ACCOMPANYING COMMENTARY

10. KIMBERLY-CLARK | COMPANY CONFIDENTIAL | DRAFT | INCOMPLETE WITHOUT ACCOMPANYING COMMENTARY

11. KIMBERLY-CLARK | COMPANY CONFIDENTIAL | DRAFT | INCOMPLETE WITHOUT ACCOMPANYING COMMENTARY

12. EMBRACE
DATA & MARKETING TECHNOLOGY

13. KIMBERLY-CLARK | COMPANY CONFIDENTIAL | DRAFT | INCOMPLETE WITHOUT ACCOMPANYING COMMENTARY
MOST BRANDS & AGENCIES

14. CHANGE = MORE RISK
IS OFTEN A FLAWED ASSUMPTION

15. KIMBERLY-CLARK | COMPANY CONFIDENTIAL | DRAFT | INCOMPLETE WITHOUT ACCOMPANYING COMMENTARY

16. KIMBERLY-CLARK | COMPANY CONFIDENTIAL | DRAFT | INCOMPLETE WITHOUT ACCOMPANYING COMMENTARY
MOST BRANDS

17. F R A G M E N T A T I O N
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C

18. . DIGITAL MARKETING
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C

19. . DIGITAL MARKETING
. ORG & OPERATING MODELS
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C

20. . DIGITAL MARKETING
. ORG & OPERATING MODELS
. CHANNEL OBSESSION
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C

21. U M A N
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C

22. U M A NH
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
P R O G R A M M A T I C

23. F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
Courtesy www.altitudedigital.com

24. F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
DATA = NEW PLANNING TOOL

25. F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C

26. F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
M Y S T E R Y

27. F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
BEYOND THE MEDIA BUY?

28. F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
WHAT ABOUT HER EXPERIENCE?
ALWAYS ON SHOPPER

29. F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
CHANGING CONSUMER BEHAVIORS

30. F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
UNTAPPED
D A T A

31. F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
CONVERGENCE BEYOND PAID MEDIA

32. F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
THE OMNI CHANNEL REALITY

33. F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C

34. F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
Getting her
the best product
at the best price
at a time, location and touchpoint
of Her choice

35. The future has already
arrived, it’s just not
evenly distributed YET
-William Gibson
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C

36. MAYUR GUPTA | @INSPIREMARTECH
THANK YOU
GLOBAL HEAD, MARKETING TECHNOLOGY & INNOVATION, KIMBERLY CLARK