- Category: July 2015: Real (Right)-Time Marketing
Rocket Fuel, a leading programmatic media-buying platform at Big Data scale, powers digital advertising and marketing programs globally for customers in North America, Europe, and APAC. The company harnesses the power of artificial intelligence (AI) to improve marketing ROI in digital media across web, mobile, video, and social channels.
“Rocket Fuel is expanding beyond RTB and we are amplifying our inventory options and data sources as part of our corporate vision to be an essential digital marketing partner across the broadest possible array of addressable channels,” said Mark Torrance, CTO, Rocket Fuel. “This expansion grants us access to additional inventory from major social and mobile players, as well as key app developers, direct publishers, and addressable TV providers. For a technology platform, built on predictive science and AI, expansive access to new data sources only improves our modeling. The targeting power from these combined sources will enable significant new offerings for our clients to help them drive their business outcomes.”
Indeed, Rocket Fuel’s placement-based buying capability is designed to be additive to Rocket Fuel’s real-time bidding (RTB) platform, which accesses inventory across 20 ad exchanges for display, video, and mobile globally. Closer integration with social and mobile sources, app developers, direct publishers, and addressable TV properties will bring access to expanded inventory, previously unavailable or limited within exchanges. The result is an ability to continue to focus holistically on our customers’ goals while expanding the available inventory to more addressable channels.
The company’s AI and predictive modeling approach, to adjusting bids and budgets dynamically, will continue to be applied to buying placement-based and non-real-time sources. The approach constructs thousands of potentially relevant segments to explore, leverage known correlations in Rocket Fuel’s first- and third-party data, and the prior learning from results of targeting against dimensions exposed over the entire customer journey.
Rocket Fuel’s first integration has been with the Facebook API that is available for three months now, bringing clients a wider range of ad unit options to expand Rocket Fuel’s social offering, including new support for mobile and video on Facebook, which was previously not available via FBX. Considering that fact, Rocket Fuel’s integration with the Facebook API is significant for mobile campaigns in particular, since according to Facebook 1.19 billion people accessed Facebook on a monthly basis via mobile devices as of the end of 2014.