Last week AdExchanger looked at the dynamic between ROI DNA, a performance-driven agency, and its preferred display-trading partner, Run DSP. (Read the story.)
There are many such relationships in ad tech, where a mid-sized agency relies on a key network or platform partner to drive ROI and provide hand-holding to its planners and buyers. You can find another example in the interplay between Denver agency Booyah Advertising and DSP/ad network Rocket Fuel.
Booyah has about 50 clients on behalf of whom it manages roughly $100 million in digital spend annually. Of the half that goes to display, 60% is programmatic. That makes $30 million in exchange-traded media.
Booyah began working with Rocket Fuel three years ago, adding it to media plans alongside traditional ad networks and direct site buys. Booyah President Troy Lerner says, "I didn't even know what I was buying."
As the agency's media buyers got more comfortable with the terminology of DSPs and RTB-focused ad networks, it tried some other similar partners, among them Turn and Invite.