Programmatic advertising agency
We plan and trade programmatic media in-house for Australian brands that want to know exactly where their budget goes: display, connected TV, digital out-of-home and audio.
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$13m+
in ad spend managed.
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98%
client retention.
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2021
Southern Phone — media partner since 2021.
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m|devices
Advertising clients include m|devices and NOVUS Glass.
What you get
The scope, in writing
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A programmatic media buying plan
Across display, online video, connected TV (CTV/BVOD), digital out-of-home and streaming audio. Channels earn their place on the plan; none are there by default.
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DSP setup and campaign build
In DV360 or The Trade Desk, in an account structure you can audit.
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Audience strategy that starts with your data
Built on your first-party data and contextual signals rather than a shopping list of bought third-party segments.
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Brand safety and fraud controls set before launch
Inventory allowlists, pre-bid verification, frequency caps.
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Creative specced and versioned for every format
Every format you’re buying gets creative built for it, with our creative team behind it if you need one.
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Reporting that separates media cost from fees
Media cost split out from tech and data fees, so you can see what your dollar actually bought.
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A named trader
You’ll know who runs your campaigns, and you can talk to them.
How we do it
6 steps
Jordan Parrello (Advertising Director) leads a working session on who you need to reach, where they actually spend attention, and what action counts as a result. That last part gets written down and agreed before anything is bought.
We build the plan across display, online video, CTV/BVOD, DOOH and audio, with the budget split, expected reach and the reasoning for each line. You approve it before we spend a dollar.
Joseph Arboleda (Digital Media Specialist) builds the campaigns in DV360 or The Trade Desk: audience and contextual targeting, inventory allowlists, pre-bid brand-safety verification, frequency caps, and conversion tracking wired into GA4.
The first fortnight is hands-on. We watch delivery, win rates, viewability and early performance daily, and move budget away from anything underperforming.
Ongoing bid, audience, inventory and creative work. Placements that don’t perform get cut. Learnings feed back into the plan.
Monthly reporting in plain English, written by the person who ran the campaign: what we spent, where it ran, media cost versus fees, what changed and why.
Case study
Southern Phone
Southern Phone
Southern Phone came to Gudu in 2021 for media support and grew into a full-service partnership spanning advertising, creative, technology and client services. Five years on, we still plan and run media for a regional telco that competes with the majors on efficiency rather than budget.
Read the Southern Phone storyQuestions, answered straight
FAQ
It’s buying ad space through software instead of through a salesperson. A demand-side platform (DSP) bids on individual ad impressions in real time, across millions of sites, apps, TV and audio streams, and one platform controls who sees the ad and how often. The catch is that the supply chain takes a cut at several points, which is why we report media cost and fees separately.
Display and online video across the open web, connected TV and BVOD (the ad-supported streams of 7plus, 9Now, 10play and SBS On Demand), digital out-of-home screens in shopping centres, gyms and roadside sites, and streaming audio including Spotify and podcasts. We plan the buying across them together, so frequency and budget are managed as one campaign rather than channel by channel.
Two costs: media and management. Media is whatever you choose to spend. Programmatic works at modest budgets, though CTV and DOOH need enough spend to build real reach. Management is our fee, quoted flat or as a percentage of spend depending on scope, agreed before you commit. We’ll also show you the DSP tech and data fees sitting inside your media cost, because most agencies don’t.
Google Ads buys Google’s inventory: search results, YouTube and the Google Display Network. Programmatic buys through an independent DSP, which reaches the open web, connected TV, digital out-of-home and audio — inventory Google Ads can’t touch. Most of our clients run both. Search captures the demand that already exists; programmatic builds the audience that searches later.
Ask three things. Who actually trades the account — a named person, or an offshore desk? Will you see actual media cost separated from tech and management fees? And do you keep the DSP seat and its data if you leave? An agency confident in its work answers all three in writing. We do.
Yes. Campaigns run in seats you can access, conversion data lands in your GA4 property, and audience learnings belong to you. If we part ways, you keep the account structure, the historical data and the documentation. That arrangement also keeps us honest, because our work has to stand up to your inspection at any time.