I'm a firm believer that high tides raise all ships.

With a law firm client, we saw results across NB and branded campaigns with the inclusion of upper funnel programmatic. The client saw a major increase in phone call leads and CTR as programmatic steered higher quality clients to the site with brand awareness tactics focused on geotargeting and placement. While still an upper funnel strategy, programmatic drove significant performance wins for my client on the back-end.