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Rocket Fuel Expands Programmatic Inventory Sources and Data Beyond RTB Exchanges

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Rocket Fuel (NASDAQ:FUEL) , a leading provider of artificial intelligence (AI) advertising and marketing solutions for global agencies and brands, today announced an expansion of inventory options and data sources beyond RTB exchanges. In addition to continuing to enhance its capabilities across social, mobile, and video, the company plans, via addition of placement-based buying capability, to address emerging opportunities provided by app developers, direct publishers, and addressable TV properties to deliver optimal, performance-led ad campaigns.

“Rocket Fuel is expanding beyond RTB and 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.”

Leveraging AI Modeling on Expanded Inventory and New Data Sources

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.

Rocket Fuel’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, leveraging known correlations in Rocket Fuel’s first- and third-party data, and the prior learning from results of targeting against dimensions exposed.

Rocket Fuel’s first integration will be with the Facebook API and will be available to clients in March 2015. This integration will bring 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. Rocket Fuel’s integration with the Facebook API will be significant for mobile campaigns in particular; according to Facebook, as of the end of 2014, 1.19 billion people access Facebook via mobile devices monthly.

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 http://www.rocketfuel.com or call 1-888-717-8873.

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