Rocket Fuel Expands Programmatic Inventory Sources and Data Beyond RTB Exchanges

Rocket Fuel (NASDAQ: FUEL), a leading provider of artificial intelligence (AI)advertising and marketing solutions for global agencies and brands, todayannounced an expansion of inventory options and data sources beyond RTBexchanges. In addition to continuing to enhance its capabilities acrosssocial, mobile, and video, the company plans, via addition of placement-basedbuying capability, to address emerging opportunities provided by appdevelopers, direct publishers, and addressable TV properties to deliveroptimal, performance-led ad campaigns."Rocket Fuel is expanding beyond RTB and amplifying our inventory options anddata sources as part of our corporate vision to be an essential digitalmarketing partner across the broadest possible array of addressable channels,"said Mark Torrance, CTO, Rocket Fuel. "This expansion grants us access toadditional inventory from major social and mobile players, as well as key appdevelopers, direct publishers, and addressable TV providers. For a technologyplatform built on predictive science and AI, expansive access to new datasources only improves our modeling. The targeting power from these combinedsources will enable significant new offerings for our clients to help themdrive their business outcomes."Leveraging AI Modeling on Expanded Inventory and New Data SourcesRocket Fuel's placement-based buying capability is designed to be additive toRocket Fuel's real-time bidding (RTB) platform which accesses inventory across20 ad exchanges for display, video, and mobile globally. Closer integrationwith social and mobile sources, app developers, direct publishers, andaddressable TV properties will bring access to expanded inventory, previouslyunavailable or limited within exchanges. The result is an ability to continueto focus holistically on our customers' goals while expanding the availableinventory to more addressable channels.Rocket Fuel's AI and predictive modeling approach to adjusting bids andbudgets dynamically will continue to be applied to buying placement-based andnon-real-time sources. The approach constructs thousands of potentiallyrelevant segments to explore, leveraging known correlations in Rocket Fuel'sfirst- and third-party data, and the prior learning from results of targetingagainst dimensions exposed.Rocket Fuel's first integration will be with the Facebook API and will beavailable to clients in March 2015. This integration will bring clients awider range of ad unit options to expand Rocket Fuel's social offering,including new support for mobile and video on Facebook, which was previouslynot available via FBX. Rocket Fuel's integration with the Facebook API will besignificant for mobile campaigns in particular; according to Facebook, as ofthe end of 2014, 1.19 billion people access Facebook via mobile devicesmonthly.