“Under the hood” of programmatic buying - an agency perspective

John Kimbell, Managing Partner

“UNDER THE HOOD” OF PROGRAMMATIC BUYING- AN AGENCY PERSPECTIVE

Who we are

Our experience in the programmatic buying space

Why we work with Rocket Fuel

OVERVIEW

An independent digital media agency

Team of 10 No Astronauts or PhD’s

Specialists in :- Media Planning & Buying Performance Marketing Paid Search

WHO WE ARE

To work with ‘best in class’ partners, whilst remaining channel & vendor agnostic

To maximise the use of the best technology

To trust the technology

To simplify an complicated marketplace for our clients

OUR APPROACH TO PROGRAMMATIC

“If you can’t explain it simply, you don’t understand it well enough”

~ Einstein

SIMPLICITY IS KEY

DSP/Tech Vendor/

Solutions Provider

Ad Exchange

Supply

Programmatic Efficiency Cost effectiveness Reliability

We have continually tested and refined a number of vendors and our approach in the programmatic & RTB space

Cluttered & competitive environment with many ‘me too’s’

‘IN MARKET’ SINCE 2010

Selection criteria includes Approach/Tech Service Insight Results

Trading Desk

‘IN MARKET’ SINCE 2010

OUR AGENCY TRADING DESK

We don’t use one.

Results driven

Resources

Efficiency/Cost

Flexibility & Impartiality

4 years of testing with Rocket Fuel

We prefer to work with vendors who are smarter than we are Rocket Fuel’s machines are more intelligent and capable of

processing & optimising ‘big data’ than any human is

As a result, our programmatic buying has become more efficient & scalable

As our confidence grew, so did their budgets

WHY ROCKET FUEL?

Product & tech evolution - Brand, Social, Mobile, Video

Embracing this leaves us free to invest time on the things we can influence

WHY ROCKET FUEL?

Bespoke, strategic planning

Analysis and interpretation of all campaign data

Client education

First class account management It’s not all about rocket science!

OUR ROLE

People Rocket Fuel’s humans are more intelligent than most IQ Parade

“The Human Touch” Hands on account management Insight & advice Correcting mistakes builds trust

WHAT’S ‘UNDER THE HOOD’?

1. More (premium) inventory sources will become available Mobile, Social, Video

2. (Creative) agencies will realise the potential of dynamic creative

3. Increased focus/use of 1st party data

4. Brand safety will become less contentious

5. Multi channel

6. Asia-Pacific

LOOKING INTO THE FUTURE

Intelligent Machines + Intelligent People + Human Touch

= Trust = Results = Client satisfaction

SUMMARY

0203 597 1404

[email protected]

www.navigatedigital.com

@navigatedigital

THANK YOU