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 1 st 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

   THANK YOU