Rocket Fuel and Digiday Survey Highlights Growing Demand for Audience Extension Solutions
September 17 2015 - 9:05AM
Business Wire
94% of Advertisers Allocate Budget to Audience
Extension Tools, Yet Barely Half of All Publishers Sell These
Solutions
Rocket Fuel (NASDAQ:FUEL), the leading Programmatic Marketing
Platform provider with Moment Scoring™ technology, today announced
the results of its third annual State of the Industry survey for
publishers. This year’s survey focused on how publishers are now
monetizing their first-party data through multiple integrated
platforms including audience extension, data management platforms
and private marketplaces.
Rocket Fuel and Digiday’s “How Publishers are Monetizing their
First-Party Data” report surveyed 351 publishers, and agency, and
brand professionals. The study highlights shifts on both the
publisher and buyer sides over the past year. Key findings from the
study include:
Publishers are embracing integrated programmatic marketing
solutions that include Demand-Side Platform (DSP), Data Management
Platform (DMP) and Private Marketplace (PMP) capabilities.
- 46% of publishers polled have one or
more DMPs in place, up significantly from one year ago (38%) - a
21% increase in just one year.
- Four out of five (79%) publishers who
rated the ability to define and target custom segments in their DMP
as “very important” are currently offering audience extension to
advertising partners.
Publishers who don’t monetize their first-party data may be
left behind.
- Advertisers are allocating a higher
share of their budget to programmatic sources, yet not all
publishers are moving fast enough with their programmatic solutions
to capture revenue from the budget shift.
- 94% of advertisers allocate budget to
plans featuring audience extension, yet only 47% of publishers are
realizing revenue from plans featuring audience extension.
CPMs and revenue are going up.
- 41% of publishers are garnering
audience extension CPMs that are the same or higher than what they
are getting for their owned and operated ad inventory. When
marketers add a DMP to these programs they see an increase in
overall revenue.
“As programmatic continues to grow and evolve, its impact is
being felt throughout the industry,” said Nick Freise, CEO,
Digiday. “It’s clear that demand is on the rise and it is incumbent
upon publishers to ensure their ad packages offer a compelling
value to advertisers and allow them to maximize every ad
opportunity available to them. This study explores how publishers
are expanding their audiences to meet large and growing
demand."
“Rocket Fuel is deeply invested in delivering an integrated
solution that allows publishers to monetize their first party data
across all digital channels, as well as integrate with adjacent CRM
and marketing software tools,” said John Ferraro, vice president of
publisher partnerships at Rocket Fuel. “By partnering with Digiday,
we are able to understand the needs of all sides of the market to
deliver maximum value for publishers, buyers and brands.”
Details of the report were presented today at the Digiday
Publishing Summit in Miami, FL. For more information and to review
the full report, please visit
info.rocketfuel.com/audiencevalue.
Methodology
A sample of 351 publishers, and agency and brand professionals
responded to this State of the Industry Survey, which was fielded
by Digiday between July 30 - August 20, 2015.
About Rocket Fuel
Rocket Fuel (NASDAQ: FUEL) is the leading Programmatic Marketing
Platform provider with Moment Scoring™ technology. The company
offers brands and agencies managed services, as well as a
SaaS-based Data Management Platform (DMP) and Demand Side Platform
(DSP), to optimize performance, awareness, and lift across
marketing objectives, channels and devices. By applying its
unrivaled Artificial Intelligence at Big Data scale, Rocket Fuel’s
Moment Scoring™ performs a real-time calculation of each ad
opportunity based on a marketer’s goal to determine the likelihood
a consumer will engage in a desired action. Moment Scoring goes
beyond 1:1 marketing by learning to predict what marketing actions
to take with a campaign at a precise moment in time, which results
in a much more efficient use of marketing dollars. Rocket Fuel
serves 96 of the Ad Age 100, three of the top five agency holding
company trading desks, and partners with some of the world’s
leading CRM platforms, marketing platforms and systems integrators.
Headquartered in Redwood City, California, Rocket Fuel has more
than 20 offices worldwide.
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version on businesswire.com: http://www.businesswire.com/news/home/20150917005391/en/
Rocket FuelErica Jacobs, 650-481-6178pr@rocketfuel.com
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