“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

Specialists in :
Media Planning & Buying

Performance Marketing

Paid Search
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
SIMPLICITY IS KEY
“If you can’t explain it simply, you don’t
understand it well enough”
~ Einstein
Ad Exchange
Supply
DSP/
Tech Vendor/
Solutions Provider
‘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’
‘IN MARKET’ SINCE 2010


Selection criteria includes

Approach/Tech

Service

Insight

Results
Trading Desk
OUR AGENCY TRADING DESK
We don’t use one.

Results driven

Resources

Efficiency/Cost

Flexibility & Impartiality
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
WHY ROCKET FUEL?

Product & tech evolution - Brand, Social, Mobile, Video

Embracing this leaves us free to invest time on the things we can
influence
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!
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
LOOKING INTO THE FUTURE
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
SUMMARY
Intelligent Machines + Intelligent People + Human Touch
= Trust = Results = Client satisfaction
THANK YOU

0203 597 1404

john@navigatedigital.com

www.navigatedigital.com

@navigatedigital