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

“Under the hood” of programmatic buying - an agency perspective. John Kimbell, Managing Partner. overview . Who we are Our experience in the programmatic buying space Why we work with Rocket Fuel. Who we are. An independent digital media agency Team of 10 No Astronauts or PhD’s

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

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  1. “Under the hood” of programmatic buying- an agency perspective John Kimbell, Managing Partner

  2. overview • Who we are • Our experience in the programmatic buying space • Why we work with Rocket Fuel

  3. Who we are • An independent digital media agency • Team of 10 • No Astronauts or PhD’s • Specialists in :- • Media Planning & Buying • Performance Marketing • Paid Search

  4. Our approach to programmatic • 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

  5. Simplicity is key “If you can’t explain it simply, you don’t understand it well enough” ~ Einstein

  6. Supply DSP/ Tech Vendor/ Solutions Provider Ad Exchange

  7. ‘In market’ since 2010 • 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’

  8. ‘In market’ since 2010 • Selection criteria includes • Approach/Tech • Service • Insight • Results • Trading Desk

  9. OUR agency TRADING DESK • We don’t use one. • Results driven • Resources • Efficiency/Cost • Flexibility & Impartiality

  10. Why rocket fuel? • 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

  11. Why rocket fuel? • Product & tech evolution - Brand, Social, Mobile, Video • Embracing this leaves us free to invest time on the things we can influence

  12. Our role • Bespoke, strategic planning • Analysis and interpretation of all campaign data • Client education • First class account management • It’s not all about rocket science!

  13. What’s ‘under the hood’? • 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

  14. LOOKING INTO THE FUTURE • More (premium) inventory sources will become available • Mobile, Social, Video • (Creative) agencies will realise the potential of dynamic creative • Increased focus/use of 1st party data • Brand safety will become less contentious • Multi channel • Asia-Pacific

  15. summary Intelligent Machines + Intelligent People + Human Touch = Trust = Results = Client satisfaction

  16. Thank you • 0203 597 1404 • john@navigatedigital.com • www.navigatedigital.com • @navigatedigital

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