Rocket Fuel Shatters Perception of Programmatic Industry As a “Black Box,” Sets New Standard for Marketing Transparency
October 13 2015 - 6:00AM
Business Wire
New “MAPP Transparency” Program Offers
Reporting and Analytics Across All Key Program Elements
Rocket Fuel (NASDAQ:FUEL), a leading Programmatic Marketing
Platform provider, today set the standard in marketing transparency
for its programmatic marketing platform customers. The company’s
Model Audience Placement Performance (MAPP) transparency program
encompasses four key areas: model learnings, audience insights,
placement of ads, and performance. This deep level of transparency
provides marketers a clear view into Rocket Fuel’s Moment
Scoring(™) technology and the unrivaled campaign performance it
enables.
“Our MAPP offering is comprehensive and can provide our clients
far deeper insight into the key success elements of their campaigns
than that offered by any other programmatic marketing provider,”
said Monte Zweben, interim CEO, Rocket Fuel. “We are seeking to
establish the standard by which all programmatic marketing
providers must operate—and we think MAPP does exactly that.”
“Transparency, ad fraud, and ad viewability are three of the
most hotly discussed topics in the industry right now,” said Seth
Ulinski, senior analyst, Technology Business Research, Inc. (TBR).
“Stakeholders in the programmatic segment, both advertisers and
publishers, should take action. We are pleased to see Rocket Fuel
is being proactive; other stakeholders should take note.
Initiatives such as Rocket Fuel’s are essential to growth of the
programmatic market.”
Rocket Fuel customers now have access to the following benefits
of MAPP, through new reporting features found in Rocket Fuel
Insights, dependent on customer type and region:
Model Transparency: Customers will be able to see Moment
Scoring work in real time via the forthcoming Model Learnings
report that shows, on a daily basis, the number of attributes and
features in the campaign model. These are identified by the Rocket
Fuel artificial intelligence (AI) to improve campaign performance
and, for example, the daily Cost Per Acquisition (CPA). As each
campaign runs, users of the report can see how the AI learns the
attributes that have an effect on the goal and, as an example, any
corresponding drop in CPA.
Audience Transparency: Customers can see how individual
target audience behaviors are performing against campaign goals
across three important areas: who a campaign is reaching,
confidence that ads are being delivered to real people, and
consumer profiles across all the devices they use. Rocket Fuel
offers two types of audience transparency reports:
- Audience Insights, which provides lift
reporting across demographic, behavioral and contextual attributes
that can help inform marketing decisions in media that cannot
benefit from autonomous programmatic decisioning. Rocket Fuel also
offers third-party demographic reporting in partnership with
Nielsen and comScore. Earlier this year, Rocket Fuel was among the
first Demand Side Platforms (DSPs) to be named a Nielsen Preferred
Platform.
- Cross Device, a new suite of reporting
in Insights that shows the number of impressions, cross-device
conversions, spend and more—across mobile, desktop and tablet in an
interactive Venn diagram. The Conversion Matrix demonstrates the
benefits of optimizing campaigns using Rocket Fuel’s cross-device
technology by revealing patterns surrounding the device types on
which ads were served and device types where conversions take
place.
Placement Transparency. Customers can see where a
campaign delivered and what it costs, with a detailed site list and
viewability insights.
- A Site List report offers visibility
into where ads appeared in a programmatic campaign. Available to
DSP and Managed Preferred clients in North America.
- Financial reporting will give DSP
customers full access to campaign costs, including media costs,
third-party data costs, and Rocket Fuel technology fees.
- A new Viewability report will be
available to clients who have stated viewability CPM goals.
- Traffic Scanner reporting provides a
measure of impression quality, allowing marketers to know that a
given campaign is reaching real people.
Performance Transparency. Customers can see in real time
how a given campaign is performing against its goal, as well as
detailed insights into conversion.
- Easy-to-read dashboards convey
high-level delivery, pacing, and performance against core KPIs. A
more detailed reporting view provides the opportunity to customize
reports in millions of potential configurations.
About Rocket Fuel
A leading Programmatic Marketing Platform provider, Rocket Fuel
(NASDAQ: FUEL) offers brands, agencies, and platform partners
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 artificial intelligence at big data scale,
Rocket Fuel’s Moment Scoring™ technology 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.
View source
version on businesswire.com: http://www.businesswire.com/news/home/20151013005728/en/
Rocket FuelKristin Holloway, 650-480-7561pr@rocketfuel.com
ROCKET FUEL INC. (NASDAQ:FUEL)
Historical Stock Chart
From Mar 2024 to Apr 2024
ROCKET FUEL INC. (NASDAQ:FUEL)
Historical Stock Chart
From Apr 2023 to Apr 2024