Rocket Fuel's Targeted Advertising Technology Delivers AMBER Alerts for the Federation for Internet Alerts (FIA)
June 26 2015 - 9:54AM
Business Wire
Rocket Fuel’s Geo-Targeting Capability Brings
Real-time Emergency Communications to Users via Mobile Display
Ads
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 that it is now a partner of
the Federation for Internet Alerts (FIA), bringing geo-targeted
advertising to real-time emergency communications.
AMBER Alerts, distributed by law enforcement and redistributed
to a network of partners by the National Center for Missing &
Exploited Children (NCMEC), display geographically targeted
information about child abductions to the public through the radio,
TV, road signs, digital billboards, Internet service providers, the
trucking industry, social networking and wireless devices. As
people increase their use of mobile devices like smartphones and
tablets, digital media technology is of growing importance in
reaching the public during imminent community threats like child
abductions.
Robert Hoever, Director of Special Projects for the Missing
Children Division of the National Center for Missing &
Exploited Children, says, “When a child is abducted, fast action
can be critical to a safe recovery. Rocket Fuel’s partnership with
FIA will help to quickly reach the right people at the right time
and place with information about an abduction, helping communities
work together to rescue children and save lives.”
With the scale of mobile device penetration and precision of
location data, Rocket Fuel enables FIA and AMBER Alerts to
automatically reach people in the targeted areas, pinpointing users
at the abduction site or within the search area defined by law
enforcement. FIA can share child and suspect photos and other
relevant information via mobile display ads.
“Our hope is that we will save lives by providing FIA with the
ability to act quickly and precisely using Rocket Fuel’s
geo-targeting technology to inform the public in geographic areas
when crises like a child abduction take place,” says Ari Levenfeld,
Rocket Fuel’s Sr. Director of Privacy and Inventory Quality. “We
are proud to partner with FIA to apply ad targeting technology to
child safety.”
As members of FIA, Rocket Fuel will increase the reach and
engagement by leveraging its location technology platform that
utilizes geographic location on mobile bid requests in the U.S.
across more than 50,000 iOS and Android apps and 237 billion
available mobile ad impression opportunities. Earlier this spring,
Rocket Fuel started serving AMBER Alerts, delivering crucial
messages to location-targeted audiences to help NCMEC and law
enforcement drive awareness of the alerts.
FIA was founded in 2013 by Conversant (recently acquired by
Epsilon) and GroupM to leverage online and mobile advertising
technology to expand the reach of AMBER Alerts for NCMEC. FIA has
brought more than 500 million dynamic impressions to more than 100
million devices during 686 AMBER Alerts, driving record traffic to
AMBER Alert posters on NCMEC’s website. The strategy is now being
applied to other emergency alerts, including weather. Within one to
two seconds of receiving vital information from authorities, FIA
distributes emergency alerts that drive immediate awareness about
imminent dangers to individuals in affected areas.
About the Federation for Internet Alerts
FIA Partners relay alerts for serious events such as child
abductions or the imminent threat of a tornado or other hazard.
Alerts are displayed immediately using the latest information from
official authorities. FIA’s emergency alerts override or overlay
other online messages to display this urgent information to the
areas impacted.
A complete list of FIA Partners and Supporting Authorities can
be found at www.internetalerts.org/partners.
About Conversant
Conversant is the leader in personalized digital marketing.
Conversant helps the world's biggest companies grow by creating
personalized experiences that deliver higher returns for brands and
greater satisfaction for people. We offer a fully integrated
personalization platform, personalized media programs, and the
world's largest affiliate marketing network—all fueled by a deep
understanding of what motivates people to engage, connect and
buy.
About Epsilon
Epsilon is the global leader in creating connections between
people and brands. An all-encompassing global marketing company, we
harness the power of rich data, groundbreaking technologies,
engaging creative, and transformative ideas to get the results our
clients require. Recognized by Ad Age as the #1 World CRM/Direct
Marketing Network and #1 U.S. Agency from All Disciplines, Epsilon
employs over 7,000 associates in 70 offices worldwide. Epsilon is
an Alliance Data company. For more information, visit epsilon.com,
follow us on Twitter @EpsilonMktg or call 1-800-309-0505.
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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