Rocket Fuel's Targeted Advertising Technology Delivers AMBER Alerts for the Federation for Internet Alerts (FIA)

REDWOOD CITY, Calif.--(BUSINESS WIRE)--

Rocket Fuel 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 that it is now a partner of the Federation for Internet Alerts (FIA), bringing geo-targeted advertising to real-time emergency communications.

AMBER Alerts, distributed by law enforcement and redistributed to a network of partners by the National Center for Missing & Exploited Children (NCMEC), display geographically targeted information about child abductions to the public through the radio, TV, road signs, digital billboards, Internet service providers, the trucking industry, social networking and wireless devices. As people increase their use of mobile devices like smartphones and tablets, digital media technology is of growing importance in reaching the public during imminent community threats like child abductions.

Robert Hoever, Director of Special Projects for the Missing Children Division of the National Center for Missing & Exploited Children, says, "When a child is abducted, fast action can be critical to a safe recovery. Rocket Fuel's partnership with FIA will help to quickly reach the right people at the right time and place with information about an abduction, helping communities work together to rescue children and save lives."

With the scale of mobile device penetration and precision of location data, Rocket Fuel enables FIA and AMBER Alerts to automatically reach people in the targeted areas, pinpointing users at the abduction site or within the search area defined by law enforcement. FIA can share child and suspect photos and other relevant information via mobile display ads.

"Our hope is that we will save lives by providing FIA with the ability to act quickly and precisely using Rocket Fuel's geo-targeting technology to inform the public in geographic areas when crises like a child abduction take place," says Ari Levenfeld, Rocket Fuel's Sr. Director of Privacy and Inventory Quality. "We are proud to partner with FIA to apply ad targeting technology to child safety."

As members of FIA, Rocket Fuel will increase the reach and engagement by leveraging its location technology platform that utilizes geographic location on mobile bid requests in the U.S. across more than 50,000 iOS and Android apps and 237 billion available mobile ad impression opportunities. Earlier this spring, Rocket Fuel started serving AMBER Alerts, delivering crucial messages to location-targeted audiences to help NCMEC and law enforcement drive awareness of the alerts.

FIA was founded in 2013 by Conversant (recently acquired by Epsilon) and GroupM to leverage online and mobile advertising technology to expand the reach of AMBER Alerts for NCMEC. FIA has brought more than 500 million dynamic impressions to more than 100 million devices during 686 AMBER Alerts, driving record traffic to AMBER Alert posters on NCMEC's website. The strategy is now being applied to other emergency alerts, including weather. Within one to two seconds of receiving vital information from authorities, FIA distributes emergency alerts that drive immediate awareness about imminent dangers to individuals in affected areas.

About the Federation for Internet Alerts

FIA Partners relay alerts for serious events such as child abductions or the imminent threat of a tornado or other hazard. Alerts are displayed immediately using the latest information from official authorities. FIA's emergency alerts override or overlay other online messages to display this urgent information to the areas impacted.

A complete list of FIA Partners and Supporting Authorities can be found at www.internetalerts.org/partners.

About Conversant

Conversant is the leader in personalized digital marketing. Conversant helps the world's biggest companies grow by creating personalized experiences that deliver higher returns for brands and greater satisfaction for people. We offer a fully integrated personalization platform, personalized media programs, and the world's largest affiliate marketing network—all fueled by a deep understanding of what motivates people to engage, connect and buy.

About Epsilon

Epsilon is the global leader in creating connections between people and brands. An all-encompassing global marketing company, we harness the power of rich data, groundbreaking technologies, engaging creative, and transformative ideas to get the results our clients require. Recognized by Ad Age as the #1 World CRM/Direct Marketing Network and #1 U.S. Agency from All Disciplines, Epsilon employs over 7,000 associates in 70 offices worldwide. Epsilon is an Alliance Data company. For more information, visit epsilon.com, follow us on Twitter @EpsilonMktg or call 1-800-309-0505.

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

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