Rocket Fuel Improves Performance Across Premium Publishers with Industry’s First AI-Optimized Private Marketplace
June 08 2015 - 09:42AM
Business Wire
Rocket Fuel’s Programmatic Marketing Platform
Now Supports Access to 98% of comScore’s Top 100 Private
Marketplace-Supported Properties
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 new features for its
Programmatic Marketing Platform that enable AI optimization across
a curated set of premium publishers within its private marketplace
(PMP), including 98% of comScore’s top 100 PMP-supported
properties. For the first time, advertisers can now realize
improved performance across these premium publishers by leveraging
the targeting capabilities of Rocket Fuel’s AI-based demand side
platform (DSP) and data management platform (DMP). Rocket Fuel is
also, for the first time, extending optimization to clients’
pre-negotiated publisher ad buys, significantly improving
efficiency and results.
"We chose Rocket Fuel's private marketplace for its
responsiveness and ability to deliver on our private aviation
client's business goals,” said Benjamin Jurist, Chief Digital
Officer, Grain. “As a data-driven agency - we wanted a technology
partner who could increase the value and relevancy of our premium
publisher inventory. In Rocket Fuel, we have a partner who
understands the inherent value of data, and is uniquely able to
leverage AI to drive performance. We look forward to working
together on behalf of more of our clients.”
A PMP is a customized, invitation-only marketplace where premium
publishers make their inventory and audiences available to a select
group of buyers. Unlike a direct buy, which can be labor intensive,
buyers in a PMP use programmatic media buying controls to purchase
from publishers. According to eMarketer, although private
marketplace deals only made up 2% of the total RTB digital display
ad spending in 2013, they are estimated to grow to 28%, or $3.31
billion, in total RTB digital display ad spending in 2016.
With Rocket Fuel, advertisers can realize improved performance
across premium publishers by targeting the individual profile,
rather than traditional segments, through the capabilities of its
AI-driven DSP and DMP across brand and direct response goals. Early
PMP campaign results have been positive, with advertisers seeing
AI-driven performance improvements by as much as 190%.
“Rocket Fuel has been a long-standing, trusted demand partner
and leader in the PMP space,” said Jennifer Dodez, Director,
Programmatic and Data Solutions, Edmunds. “Together, we are
providing our brands and agencies with advanced advertising
solutions powered by programmatic buying controls.”
By relying on the Rocket Fuel team and its industry-leading
programmatic marketing platform to execute PMP buys, marketers and
agencies can scale their PMP strategy across more publishers with
the same budget, delivering high performing campaigns and enabling
clients to focus on their bottom line business objectives. Premium
publishers are able to leverage Rocket Fuel’s AI-driven technology,
allowing them to offer their advertisers much more advanced
optimization and targeting controls across their owned and operated
inventory.
“Our private marketplace enables clients to work with their
preferred publishers and target the right user at the right time
with the right message – and ultimately drive higher brand equity
and conversions,” said Rocket Fuel President Richard Frankel. “This
offering is consistent with Rocket Fuel’s focus on growing the
total value of digital marketing for publishers and advertisers
alike, through trusted and strategic partnerships powered by
advanced technology."
Rocket Fuel’s PMP is currently available globally. The option to
integrate media buying with Rocket Fuel’s Open Exchange campaigns
is also available to coordinate frequency management, audiences and
reporting across campaigns.
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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Rocket FuelErica Jacobs, 650-481-6178pr@rocketfuel.com
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