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Rocket Fuel Releases Programmatic Platform Request for Proposal (RFP) Template

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Rocket Fuel Inc. (NASDAQ:FUEL) , a leading provider of artificial intelligence (AI) advertising and marketing solutions for global agencies and brands, today announced the availability of a request for proposal (RFP) template that can help marketers and agencies navigate the complexity and process of qualifying and choosing the right programmatic media platform, understand the benefits of various applications and address current requirements that enable accelerated deployment. The Programmatic Platform RFP template is available for download from Rocket Fuel’s website.

Containing over 100 distinct evaluation criteria, the Rocket Fuel Programmatic Platform RFP template provides a framework for considering growth, scope, scale, integration with enterprise systems and ultimately guiding a buying decision. It also includes the actual questions vendors need to answer and a preview of a scorecard and evaluation matrix that any marketer or agency can use to evaluate vendors side by side in the context of their responses to the RFP questions.

Programmatic buying is perhaps the most significant development to impact the digital landscape over the past ten years. Magna Global forecasts that 63% of digital display, video, social, and mobile advertising will be transacted via programmatic buying, growing to over 83% by 2017. [1] The International Data Corporation (IDC) [3] and Forrester Research are forecasting similarly astonishing growth and concur that programmatic buying will ultimately capture the bulk of all digital advertising spending. [3]

“With market research firms forecasting astonishing growth and predicting that programmatic buying will ultimately capture the bulk of all digital advertising spending, every marketing executive needs a good understanding of programmatic buying in order to compete,” said Eric Porres, Rocket Fuel Chief Marketing Officer.

Rocket Fuel’s Programmatic Platform RFP template contains several different sections that provide the vendor with a better understanding of the comprehensive project. Major sections are:

  • Summary and Background: A description of the project’s objectives and background about the company or business goals to provide the vendor with useful perspectives.
  • RFP Structure: Includes an executive summary, company overview and information about the scope, approach and methodology of the RFP. Also addresses technology and solution requirements to plan, execute, manage and analyze successful digital media and marketing initiatives.
  • Statement of Work and Deliverables: Provides details about services, schedules and milestones to allow a company to understand the scope of the effort and price it appropriately. Deliverables required are also described.
  • Evaluation Factors for Award: Outlines criteria that will be used to evaluate the various proposals.
  • Guidelines for Proposal Preparation: Guidelines for vendor communication with the company and the preferred proposal format.
  • Administrative Information: Contact information that vendors will need to submit with their proposal as well as major dates associated with the RFP submission, evaluation and award process.

For more information and to review the full guide, please visit

[1] MAGNA GLOBAL, Ad Forecasts: Programmatic Buying Reaching a Tipping Point, 2013

[2] IDC, Real-Time Bidding In The United States and Worldwide 2010-2017, October 2013

[3] Forrester, The Forrester Wave: Data Management Platforms, Q3 2013

About Rocket Fuel

Rocket Fuel delivers a leading programmatic media-buying platform at Big Data scale that harnesses the power of artificial intelligence (AI) to improve marketing ROI in digital media across web, mobile, video, and social channels. Rocket Fuel powers digital advertising and marketing programs globally for customers in North America, Europe, and APAC. Customers trust Rocket Fuel’s Advertising That Learns(R) platform to achieve brand and direct-response objectives in diverse industries from luxury cars to financial services to retail. Rocket Fuel currently 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.

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