John said that programmatic ad buying allows for a better experience for everyone. He said advertisers get to pick the exact time and placements for all their ads, while users get more relevant ads and developers can more easily monetize their apps. John also noted that brand advertising also works well with programmatic buying, as companies can drive results to the goals they're trying to achieve. When asked about the competition from behemoth Google ( GOOG), John said that Rocket Fuel has been competing against Google since day one and has seen incredible growth even with Google continuing to dominate the market for online ads. John noted that mobile, social and video now account for a quarter of Rocket Fuel's revenues. Cramer said that Rocket Fuel's revenue growth has been astounding, and the company's conference call and investor materials are very informative for any investor who wants to learn why programmatic ad buying online is the future.
Executive Decision: Jack Hartung
For his second "Executive Decision" segment, Cramer spoke with Jack Hartung, CFO of Chipotle Mexican Grill ( CMG), a stock that's up 84% for the year and 45% since Cramer last checked in with Hartung in July. Hartung started off by commenting on food prices. He said that Chipotle has always had high food costs given the ingredients they use, but has also always been slow to raise its prices. With prices now at the high end of the range, Hartung said the company will likely consider a price increase in the middle of next year, but will first wait to see how the economy and consumer confidence are doing. Hartung also reiterated what makes Chipotle different from other restaurant chains that have been struggling. He said that customers increasingly want to know where their food comes from, which is why Chipotle takes the time to source the best ingredients and teach the staff how to cook it properly. Chipotle never competes on price, Hartung said, only on quality, where it is second to none. Chipotle is also about great service, which is why Hartung noted that the chain keeps its best people online during the lunch and dinner rush and would never interrupt the throughput by trying to train new employees during those hectic times. He said that complexity, whether via staffing or a bloated menu, only slows things down and creates bad economics.