Company News »

Rocket Fuel Improves Performance Across Premium Publishers with Industry’s First AI-Optimized Private Marketplace

Business Wire
Share on StockTwits
Published on

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 new features for its Programmatic Marketing Platform that enable AI optimization across a curated set of premium publishers within its private marketplace (PMP), including 98% of comScore’s top 100 PMP-supported properties. For the first time, advertisers can now realize improved performance across these premium publishers by leveraging the targeting capabilities of Rocket Fuel’s AI-based demand side platform (DSP) and data management platform (DMP). Rocket Fuel is also, for the first time, extending optimization to clients’ pre-negotiated publisher ad buys, significantly improving efficiency and results.

“We chose Rocket Fuel’s private marketplace for its responsiveness and ability to deliver on our private aviation client’s business goals,” said Benjamin Jurist, Chief Digital Officer, Grain. “As a data-driven agency – we wanted a technology partner who could increase the value and relevancy of our premium publisher inventory. In Rocket Fuel, we have a partner who understands the inherent value of data, and is uniquely able to leverage AI to drive performance. We look forward to working together on behalf of more of our clients.”

A PMP is a customized, invitation-only marketplace where premium publishers make their inventory and audiences available to a select group of buyers. Unlike a direct buy, which can be labor intensive, buyers in a PMP use programmatic media buying controls to purchase from publishers. According to eMarketer, although private marketplace deals only made up 2% of the total RTB digital display ad spending in 2013, they are estimated to grow to 28%, or $3.31 billion, in total RTB digital display ad spending in 2016.

With Rocket Fuel, advertisers can realize improved performance across premium publishers by targeting the individual profile, rather than traditional segments, through the capabilities of its AI-driven DSP and DMP across brand and direct response goals. Early PMP campaign results have been positive, with advertisers seeing AI-driven performance improvements by as much as 190%.

“Rocket Fuel has been a long-standing, trusted demand partner and leader in the PMP space,” said Jennifer Dodez, Director, Programmatic and Data Solutions, Edmunds. “Together, we are providing our brands and agencies with advanced advertising solutions powered by programmatic buying controls.”

By relying on the Rocket Fuel team and its industry-leading programmatic marketing platform to execute PMP buys, marketers and agencies can scale their PMP strategy across more publishers with the same budget, delivering high performing campaigns and enabling clients to focus on their bottom line business objectives. Premium publishers are able to leverage Rocket Fuel’s AI-driven technology, allowing them to offer their advertisers much more advanced optimization and targeting controls across their owned and operated inventory.

“Our private marketplace enables clients to work with their preferred publishers and target the right user at the right time with the right message – and ultimately drive higher brand equity and conversions,” said Rocket Fuel President Richard Frankel. “This offering is consistent with Rocket Fuel’s focus on growing the total value of digital marketing for publishers and advertisers alike, through trusted and strategic partnerships powered by advanced technology.”

Rocket Fuel’s PMP is currently available globally. The option to integrate media buying with Rocket Fuel’s Open Exchange campaigns is also available to coordinate frequency management, audiences and reporting across campaigns.

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 LearnsTM 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 or call 1-888-717-8873.

Share on StockTwits