100% Digital
100% Digital is an independently owned Australian digital media agency offering full-funnel managed services across programmatic, search, social, SEO, email, affiliate, and traditional media, supported by its proprietary BidbrainAI bid-optimization SaaS platform, primarily serving ecommerce and service-based businesses across Australia, the UK, and Asia-Pacific.
- Company typePrivate
- Founded2010
- HeadquartersDarlinghurst, Australia
- Headcount11–50
- GTM typeB2B
- OfferingServices
What 100% Digital does
100% Digital is an independently owned Australian digital media agency founded circa 2010 by co-founders Calvin Pinnegar and Ben Mulcahy, headquartered at 1/207 Oxford Street, Darlinghurst, Sydney with additional offices in Melbourne, Manila, and London. The firm operates as a full-service agency offering managed services across programmatic media buying (display, video, audio, BVOD, pDOOH), Google Ads search, paid social (Meta, LinkedIn, TikTok, Pinterest, Snapchat, YouTube), SEO, email marketing, affiliate, influencer, traditional media (TV, radio, OOH, print), Shopify and WordPress builds, analytics and reporting, digital creative, and consultative digital strategy. Primary customer segments are ecommerce brands and service-based businesses, with retail brands and B2B companies as secondary targets.
The company's core technology asset is BidbrainAI, a proprietary SaaS platform launched in 2023 that connects to client advertising accounts on Google Ads, Microsoft Advertising, and Meta Ads, ingesting campaign and performance data to recommend or automate bid, budget, and targeting adjustments through machine learning. Complementing this is an AI Automation Services offering that deploys workflow agents for agency-side task automation across CRM (HubSpot, Salesforce), email (Klaviyo, Mailchimp, ActiveCampaign), project management, and analytics platforms (GA4, Looker Studio). The agency maintains integrations with more than 20 marketing and advertising platforms and holds Google Partner, Meta Partner, and IMAA (Independent Media Agencies of Australia) credentials.
Commercially, 100% Digital generates revenue primarily through managed-service fees across campaign management, media buying, and consulting engagements, supplemented by BidbrainAI subscription revenue. Pricing is hybrid: fixed monthly fees for clients with predictable spend, usage-based PPC pricing where clients pay per click, and complimentary 'Free Review' lead magnets (worth over $2,500) used to acquire mid-market accounts. Customer acquisition is sales-led via website contact forms, brief submissions, free-review requests, and consultation calls, with co-founders directly engaged in client relationships. The agency is privately held with no outside investors and is a member of the IMAA.
100% Digital firmographics
Firmographics- Name
- 100% Digital
- Legal name
- 100% Digital
- Website
- https://100.digital
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- 100% Digital is an independently owned Australian digital media agency offering full-funnel managed services across programmatic, search, social, SEO, email, affiliate, and traditional media, supported by its proprietary BidbrainAI bid-optimization SaaS platform, primarily serving ecommerce and service-based businesses across Australia, the UK, and Asia-Pacific.
- Ownership category
- akta.pro rank
100% Digital industry classification
Industry- Product category
- Digital Marketing Services
- NAICS
- Media Buying Agencies (54183), Media Buying Agencies (541830), Advertising, Public Relations, and Related Services (5418)
- SIC
- Services-Advertising Agencies (7311), Services-Advertising (7310)
- akta.pro primary industry
- Digital Performance Marketing (SEM, Paid Social, Programmatic) (BPAFAAAD)
- akta.pro secondary industries
- Digital & Programmatic Media Buying (Display, Video, CTV, Audio) (BPAFABAB), Paid Social Media Buying (BPAFABAD), Paid Social Advertising (BPAFACAB)
Keywords
Where 100% Digital is headquartered
LocationHeadquarters
- HQ city
- Darlinghurst
- HQ country
- Australia
- HQ region
- Oceania
Offices4 records
Markets served
100% Digital business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Digital Marketing Services: Managed service offering across programmatic media buying, Google Ads, paid social, SEO, email marketing, affiliate marketing, Shopify development, WordPress websites, influencer marketing, and analytics. Revenue generated through service fees for campaign management, media buying, and consulting engagements.
- BidbrainAI Platform: SaaS platform subscription for advertising bid-optimisation. Customers subscribe to access the BidbrainAI platform which connects to their advertising accounts and provides optimisation recommendations and automation.
- Consultative Digital Strategy Services: Strategic consulting engagements including digital ecosystem audits, GA4 data reviews, Google Ads account consultations, and AI & automation recommendations delivered as projects or ongoing retainers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | One time | Free Review Package |
| Usage-based | Monthly | Pay-Per-Click (PPC) Model |
| Subscription | Monthly | Fixed Fee Model |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
100% Digital product offering
Product offeringCore offering
100% Digital is an independently owned Australian digital media agency that plans, buys, and optimises advertising campaigns for businesses across programmatic, Google Ads, paid social, SEO, email, affiliate, influencer, and traditional media channels, supported by Shopify and WordPress website builds and analytics services. Its flagship proprietary technology is BidbrainAI, an AI-powered advertising bid-optimization SaaS platform that connects to Google Ads, Microsoft Advertising, and Meta Ads to recommend or automate bid, budget, and targeting adjustments.
Product overview
100% Digital is an independently owned Australian digital media agency offering a portfolio of interconnected digital marketing services. The core offering consists of BidbrainAI, an AI-powered advertising bid-optimization SaaS platform, supported by a full suite of channel services including Programmatic Media Buying (encompassing display, video, audio, BVOD, and pDOOH), Google Ads Search, Paid Social, SEO, Email Marketing, Affiliate Marketing, Influencer Marketing, and Traditional Media Buying. Complementary service modules include Shopify and WordPress website builds, Analytics Tagging and Reporting, Consultative Digital Strategy, AI Automation Services, and Digital Creative production. These services share data and workflows across platforms—BidbrainAI connects to Google Ads, Microsoft Advertising, and Meta Ads for automated optimization, while analytics and reporting integrates with GA4, Looker Studio, HubSpot, and Salesforce. The offering is delivered as a managed service with strategy, execution, and optimization across both digital and traditional channels.
Differentiator
Problem solved
Functional benefit
Brands
- BidbrainAI: An advertising bid-optimisation platform using analytics and AI to help advertisers optimise their digital advertising campaigns across platforms such as Google Ads, Microsoft Advertising, and Meta Ads.
Products and services
- BidbrainAI
- Programmatic Media Buying
Companies that use 100% Digital
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles4 records
100% Digital technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration23 records
AI capability8 records
Feature4 records
100% Digital partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and supporting.
- GooglecoreCertified Google Partner with access to Google Ads platform, Google Analytics, and Google marketing technologies. Enables agency to manage client advertising accounts and access platform features.
- MetacoreCertified Meta Partner for Facebook and Instagram advertising. Agency manages Meta advertising accounts and campaigns for clients.
- KlaviyosupportingEmail marketing platform integration. Agency manages email campaigns and automation flows using Klaviyo for client email marketing.
- ShopifycoreExpert Shopify builds and support for ecommerce brands. Agency offers Shopify store development, migration, and ongoing support services.
- Commission FactorysupportingAffiliate marketing network partner for managing affiliate programs and partnerships.
- AwinsupportingAffiliate marketing network partner for affiliate program management and publisher partnerships.
- RakutensupportingAffiliate marketing network partner for managing affiliate advertising partnerships.
- QMS MediasupportingDOOH media owner partner for programmatic digital out-of-home advertising placements across billboards and digital signage.
- JCDecauxsupportingDOOH media owner partner for programmatic out-of-home advertising across urban digital displays and transit advertising.
- Scentre GroupsupportingRetail media network partner for in-store digital screen advertising at Westfield shopping centres.
- VicinitysupportingRetail media network partner for in-store digital advertising across Australian shopping precincts.
- PartnerizesupportingPartnership automation platform for managing influencer, affiliate, and partnership marketing programs.
- ImpactsupportingPartnership relationship management platform for automating partnership contracts, payments, and performance tracking.
- Creative Agency PartnerssupportingCreative agency partners who create ad assets for digital campaigns. Three packages offered: Basic, Intermediate, and Premium creative development.
- IAB AustraliasupportingIndustry association membership demonstrating commitment to digital advertising standards and industry best practices.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
100% Digital competitors and assessment
Company assessmentBroad incumbents
- GroupM: World's largest media investment group (WPP) housing agencies including Mindshare, Wavemaker, EssenceMediacom, and GroupM Nexus. Overlaps across all of 100% Digital's channel capabilities but at vastly greater scale within a holding company structure.
- Wavemaker: WPP/GroupM media agency with strong Australia presence offering integrated media planning, programmatic, and content. Comparable channel mix but operating at larger scale with GroupM resources.
- Dentsu: Global advertising holding company with media agencies (Dentsu X, iProspect, Carat) offering overlapping programmatic, paid search, and paid social services. Represents the holding-company competitive alternative to independent positioning.
Direct peers
- Croud: Global digital performance agency operating a proprietary tech platform (Croud Control) for campaign optimisation across Google, Meta, and programmatic. Directly comparable to 100% Digital's combination of managed services plus proprietary BidbrainAI technology.
- Reprise Digital: IPG Mediabrands' global performance marketing agency specialising in paid search, paid social, programmatic, and SEO. Comparable digital performance focus though operating within a holding-company structure.
- Avenue Digital: Australian independent digital and media agency offering programmatic, paid search, social, and creative. Direct domestic competitor targeting similar mid-market and ecommerce clients with independent positioning.
- e-Media: Australian independent digital media agency offering programmatic, paid search, social, and analytics. Independent IMAA-aligned competitor operating in the same Australian mid-market segment.
- Jellyfish: Global digital marketing agency (part of The Brandtech Group) offering media planning, paid search, programmatic, social, SEO, and analytics. Comparable full-funnel digital offering with technology platform integration.
- Brainlabs: Independently owned digital media agency with proprietary programmatic and analytics technology (Brainlabz), offering paid search, paid social, programmatic, and SEO. Closest peer in terms of independent ownership, tech-enabled service model, and channel mix.
Regional players
- Thinkerbell: Australian-founded independent agency with media, creative, and PR capabilities. Comparable independent ownership and channel breadth though with stronger creative and earned-media emphasis than 100% Digital's performance focus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
100% Digital social profiles
Digital presence100% Digital financial estimates
Financial estimateRevenue estimate
Valuation estimate
100% Digital leadership team
Management profileNumber of profiles
Profiles1 record
100% Digital funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
100% Digital M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about 100% Digital
What does 100% Digital do?
100% Digital is an independently owned Australian digital media agency that plans, buys, and optimises advertising campaigns for businesses across programmatic, Google Ads, paid social, SEO, email, affiliate, influencer, and traditional media channels, supported by Shopify and WordPress website builds and analytics services. Its flagship proprietary technology is BidbrainAI, an AI-powered advertising bid-optimization SaaS platform that connects to Google Ads, Microsoft Advertising, and Meta Ads to recommend or automate bid, budget, and targeting adjustments.
Is 100% Digital a public or private company?
100% Digital is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was 100% Digital founded?
100% Digital was founded in 2010. It employs 11 to 50 people.
Where is 100% Digital based?
100% Digital is headquartered in Darlinghurst, Australia, in the Oceania region.
How does 100% Digital make money?
Three revenue lines are on record. Digital Marketing Services are the primary driver. The others are bidbrainAI Platform and consultative Digital Strategy Services.
Who are 100% Digital's main competitors?
Broad incumbents on record are GroupM, Wavemaker and Dentsu. Direct peers are Croud, Reprise Digital, Avenue Digital, e-Media, Jellyfish and Brainlabs. Thinkerbell is listed as a regional player.
Does 100% Digital have an API?
No public API is recorded for 100% Digital.
What industry is 100% Digital in?
100% Digital's product category is Digital Marketing Services. Its primary akta.pro industry code is BPAFAAAD, Digital Performance Marketing (SEM, Paid Social, Programmatic), with a secondary code of BPAFABAB, Digital & Programmatic Media Buying (Display, Video, CTV, Audio). Its NAICS code is 54183 and its SIC code is 7311.