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Rocket 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.
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