Rocket Fuel Sets Industry Standard With People-Based Marketing as Default Setting Across Programmatic Marketing Platform, Sta...
November 19 2015 - 6:00AM
Business Wire
New Standard Unleashes the Power of Moment
Scoring™ with Unified Profiles, Driving 31 Percent, On Average,
Higher Campaign Performance
Rocket Fuel (NASDAQ:FUEL), a leading Programmatic Marketing
Platform provider, today announced it is making people-based
marketing the default standard for programmatic marketing campaigns
starting with its self-service DSP. This new standard brings
people-based marketing to the forefront of Rocket Fuel’s entire
Programmatic Marketing Platform, putting people and their moments
first, regardless of device.
CMOs, marketers and their agencies measure themselves by impact
on people, not on media or devices. In an industry-leading move,
Rocket Fuel’s new people-based marketing standard unleashes the
power of its proprietary Moment Scoring™ technology, combined with
unified profiles and cross-device optimization, to break the
current channel silos across devices. The result is 31 percent
higher campaign performance on average.
“As a self-service DSP customer, Microsoft recently began
testing Rocket Fuel’s new people-based marketing technology,” said
Grad Conn, CMO Lead, Microsoft US Central Marketing Organization.
“Not only have we seen excellent campaign performance, but the
technology gives us a much clearer picture of the role of mobile in
our customers' conversion paths. We believe cross-device planning,
execution and measurement are where the industry is headed, and we
applaud Rocket Fuel for its leadership in adopting a people-based
marketing standard.”
“Individual consumers appear as four or five profiles on average
across their owned devices, switching among them frequently
throughout the day,” said Randy Wootton, CEO of Rocket Fuel. “With
our new people-based marketing approach, our Moment Scoring
technology leverages unified profiles to present a holistic and
complete view of an individual to deliver the right ad at the right
moment on the right device, avoiding the delivery of excess ads on
more devices. With Moment Scoring, the value for marketers is
clear: optimize spend and drive higher campaign performance.”
Rocket Fuel found that marketers who adopted people-based
marketing improved, on average, direct response performance by more
than 30 percent and brand campaign consumer reach by more than 50
percent across the entire campaign. With Rocket Fuel’s people-based
marketing technology, advertisers can now reach consumers
across-devices and across IDs within the same device, enabling more
moments throughout the day to reach consumers and the ability to
drive multi-device exposure. Rocket Fuel’s technology takes into
account anonymous demographic, behavioral and contextual data to
develop a unified consumer profile for each individual that
provides a more complete view of a consumer across their owned
devices.
Rocket Fuel’s people-based marketing technology is currently
available globally for both direct response and brand marketers.
The people-based marketing standard will become the default setting
in Rocket Fuel’s self-service DSP in 2016, with additional support
in its Data Management Platform to come later in the year.
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.
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version on businesswire.com: http://www.businesswire.com/news/home/20151119005388/en/
Rocket FuelKristin Holloway, 650-481-6178pr@rocketfuel.com
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