Rocket Fuel Doubles Performance With Next Gen AI for Programmatic Marketing Platform
May 21 2015 - 9:00AM
Business Wire
Rocket Fuel Uses Hadoop Yarn and Apache Spark
to Model and Score 85 Billion Bid Requests Per Day—a 90% Increase
Year-Over-Year
Rocket Fuel (NASDAQ: FUEL), a leading programmatic marketing
platform provider that uses artificial intelligence (AI) at Big
Data scale to optimize marketing ROI for global agencies and
enterprise marketers, today announced the next generation of its AI
and modeling system. Marketers are already starting to realize the
benefit of this upgrade with campaign performance improvements of
2x on average, compared to the previous system. The scalable
architecture evaluates over 85 billion auction opportunities every
day—an increase of 90% compared to the average auction
opportunities served in the second quarter of 2014.
“Rocket Fuel’s next-generation technology system builds on a
very strong foundation of innovation created by a world-class
engineering team,” said Manu Thapar, SVP R&D at Rocket Fuel.
“Over the past year, Rocket Fuel has devoted significant resources
to R&D, resulting in the ability to very effectively learn from
over 200 terabytes of data collected every day. The ability to
automatically process more data faster, using further refined
machine learning models, continues to give Rocket Fuel’s technology
a tremendous advantage over competitive solutions that use simple
algorithms and manual optimization. With these improvements, our
customers win with better-performing campaigns that exceed their
goals.”
More Data, Faster Learning, and Precise Targeting Equals 2x
Better Campaign Performance
Rocket Fuel’s AI engine supports budgeting, prediction, and
optimization in real time to deliver dramatically improved ROI for
both direct response and brand-oriented advertiser goals. Over the
past 12 months, its aggregate “composite index” of model
performance indicates that the combined improvements to modeling,
infrastructure, and supply availability have resulted in an average
of 2x better performance for advertisers, adjusting for campaign
size and mix. These AI updates enable marketers to see improved
performance against their goals for direct response and brand
campaigns, including return on ad spend (ROAS), lift rate,
viewability, mobile lift, and video completion rates.
By the Numbers:
- Average 2x performance improvement
across all campaigns, adjusting for campaign size and mix
- 85 billion bid requests evaluated each
day, nearly 1 million per second
- 200 terabytes of data collected per day
to achieve impression-level targeting
- 55000 CPU cores and 68 petabytes of
data stored across 12 redundant data centers worldwide
- Processing speed on 100% of bid
requests of 10’s of milliseconds—well below industry threshold
- On average, thousands of attributes and
behaviors known about each profile
Cross-Device Clustering and New Machine Learning Models Deliver
Highly Individualized Ad Targeting in Milliseconds
The next-generation system represents a significant breakthrough
in developing machine learning models, and applies them to highly
personalized ad targeting. Specifically, new models have been
developed that leverage cross-device clustering, allowing marketers
to identify and reach individuals on any device, as opposed to
traditional audience segments. The system can then deliver the
right message, at the right time, on the right device, and to the
right individual, learning what works and doesn’t work through
scoring and applying that insight to the next interaction. The AI
system learns from 68 petabytes of data and accesses thousands of
different attributes like demographic, behavioral, location,
preference and device data for each of the nearly 4 billion+ unique
and anonymous IDs in real-time to make these decisions.
The next-generation system’s ability to evaluate over 85 billion
bid requests daily is attributable to improvements to the scoring
speed on a per-bid basis which, at 10s of milliseconds using
multiple machine learning models, is now well under the threshold
generally set by ad exchanges. In addition to leveraging
open-source Hadoop for its distributed computation needs, the
next-generation system leverages cutting edge Yarn and HBase
technologies to increase the amount and speed with which the new
engine can analyze petabytes of data. Rocket Fuel is also
leveraging Apache Spark’s open-source computing framework for
faster and advanced machine learning. Some of these innovations
were presented at the recently held Hadoop Summit and HBaseCon
2015.
The system now supports international exchanges and trafficking
on Euros, Yen, and other major currencies.
About Rocket Fuel
Rocket Fuel combines the science of Artificial Intelligence with
the scale of Big Data to improve the effectiveness of programmatic
marketing. Customers trust Rocket Fuel's Marketing That Learns™ to
achieve brand and direct-response objectives in diverse industries
across North America, Latin America, Europe, and APAC. With the
acquisition of marketing technology firm [x+1] in September of
2014, Rocket Fuel now offers a complete programmatic marketing
platform for the world's most innovative, always-on marketers. The
platform includes data management, programmatic media-buying, site
optimization, and predictive analytics capabilities that extend
across a marketer's paid and owned channels, and personalize every
customer interaction. Rocket Fuel operates in more than 20 offices
worldwide and trades on the NASDAQ Global Select Market under the
ticker symbol "FUEL." For more information, please visit
http://www.rocketfuel.com or call 1-888-717-8873.
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version on businesswire.com: http://www.businesswire.com/news/home/20150521005421/en/
Rocket FuelKenya Hayes, 650-481-6178pr@rocketfuel.com
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