As far as Adam Kleinberg is concerned, there are ad agencies and there are software companies. TractionCorp. is one of the few that blurs the line between the two.

“We work across integrated branding and advertising, interactive experiences and social media to create experiences and align human behaviors with the brands,” said Kleinberg, founder and CEO of San Francisco-based Traction. “We’re as much a software development company as we are an ad agency.”

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