An Interview with our Founders: Envisioning a Better Programmatic World for Agencies and Advertisers

An Interview with our Founders: Envisioning a Better Programmatic World for Agencies and Advertisers

klever-team

Anyone who has worked in the programmatic landscape over the last ten years may have come to the same conclusion that our founders did when they started Klever Programmatic – a notion that things can be done better. While evolving technology and datasets are certainly advantageous, too often the industry relies solely on these assets as a means to improve the programmatic channel. Our founders have learned from years in the business that the key to success in programmatic is much more about the way that technology or datasets are being used. 

It takes a deep understanding to effectively wield the programmatic landscape and navigate hundreds of providers amongst emerging and game-changing challenges like privacy, third-party cookie evolution, depreciation and so on. Knowing this, Klever Programmatic was built to address a problem for the mid-size agency.

Marc Poirier, CEO Klever Programmatic

These agencies tend to already be doing well with Google search campaigns, Facebook ads and so on. However, even these platforms are changing and programmatic offers a way for agencies to go beyond what other channels offer and improve campaign outcomes overall. Yet programmatic is complex and it can be difficult to trade well. Operating this channel requires experience, expertise, access to platforms and data…and to get all of these components right, you really need the right people to do the job. 

Many agencies in the mid-market don’t have the ability to do programmatic well with their current capacity – and yet the opportunities programmatic presents to these agencies are meaningful. By offering a complete programmatic solution to agencies built on talented traders with extensive experience, Klever Programmatic empowers them to harvest new and/or improved advertising opportunities for their clients. “This was an opportunity for us…we have lots of those types of clients and that’s just proof that the need is real and we couldn’t be more excited,” says CEO Marc Poirier, former CEO of Acquisio, a leading paid search management platform with $2B under management for hundreds of agency clients. 

“We wanted to create an AdTech company, an independent trading desk, founded on traders and on expert people who are the best at running campaigns…in a technology…and data agnostic way with total transparency,” says COO Vincent Potier, formerly COO at Captify, Europe’s largest independent ad tech company. He believes that Klever Programmatic has created a seamless experience between campaign managers and clients, and has achieved what it set out to.

Transcript:

Vincent Potier: “When Marc and I founded Klever, we had a very clear idea. We looked at the programmatic and digital advertising market and we felt things can be done better. For years advertising technology in programmatic was based on evolving technology, [and] evolving data sets. Like in any maturing market, the knots in the value chain do evolve and we realized that what was key was the way the technology was used, the way the data set was used, and the way that advertisers would be in a position to cope with the emerging challenges of the short-term future, such as privacy, such as third-party cookie evolution and deprecation etc.  That’s why we founded Klever.” 

Marc Poirier: “Klever was built to address a problem that I see in the world of the mid-sized digital agency. What I mean by that are agencies who are already doing well; they’re focused on delivering performance to their clients’ Google campaigns, Facebook ads… Some of the issues that they’re facing today is the high concentration of media in platforms that are taking more and more control over what you can and cannot do. There’s something else that’s available – it’s Programmatic. Programmatic advertising is very very complex. It’s difficult to trade well. It requires experience, expertise, access to platforms and access to data. But the key is to have the right people to do the work. We believe that a lot of agencies in the mid-market don’t have the ability to do that today. They need it, they have the opportunities, and they’re meaningful. And so what we bring is a complete solution that’s based on talented, excellent traders with lots of experience.” 

Vincent Potier: “We wanted to create an AdTech company, an independent trading desk, founded on traders and on expert people who would be the best at running campaigns, in a technology agnostic way and in a data-set agnostic way, with total transparency, always-on communication, and seamless interaction between the campaign managers and the clients – and that’s what we’ve done. We’re only at the beginning of a fantastic journey.”

Marc Poirier: “This was the opportunity for us and it’s proven to be real, we have today lots of those types of clients and that’s just proof that the need is real and we couldn’t be more excited.”

Image Credits
Feature Image: Property of Klever Programmatic.
Image 1: Screenshot taken November 2022 via YouTube.

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