“Under the hood” of programmatic buying - an agency perspective
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John Kimbell, Managing Partner
“UNDER THE HOOD” OF PROGRAMMATIC BUYING- AN AGENCY PERSPECTIVE
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Who we are
Our experience in the programmatic buying space
Why we work with Rocket Fuel
OVERVIEW
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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
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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
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“If you can’t explain it simply, you don’t understand it well enough”
~ Einstein
SIMPLICITY IS KEY
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DSP/Tech Vendor/
Solutions Provider
Ad Exchange
Supply
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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
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Selection criteria includes Approach/Tech Service Insight Results
Trading Desk
‘IN MARKET’ SINCE 2010
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OUR AGENCY TRADING DESK
We don’t use one.
Results driven
Resources
Efficiency/Cost
Flexibility & Impartiality
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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?
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Product & tech evolution - Brand, Social, Mobile, Video
Embracing this leaves us free to invest time on the things we can influence
WHY ROCKET FUEL?
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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
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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’?
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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
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Intelligent Machines + Intelligent People + Human Touch
= Trust = Results = Client satisfaction
SUMMARY
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0203 597 1404
www.navigatedigital.com
@navigatedigital
THANK YOU