REDWOOD CITY, Calif.--(BUSINESS WIRE)--Rocket Fuel (NASDAQ:FUEL), a leading Programmatic Marketing Platform provider, today announced it is making people-based marketing the default standard for programmatic marketing campaigns starting with its self-service DSP. This new standard brings people-based marketing to the forefront of Rocket Fuel’s entire Programmatic Marketing Platform, putting people and their moments first, regardless of device.
CMOs, marketers and their agencies measure themselves by impact on people, not on media or devices. In an industry-leading move, Rocket Fuel’s new people-based marketing standard unleashes the power of its proprietary Moment Scoring™ technology, combined with unified profiles and cross-device optimization, to break the current channel silos across devices. The result is 31 percent higher campaign performance on average.
“As a self-service DSP customer, Microsoft recently began testing Rocket Fuel’s new people-based marketing technology,” said Grad Conn, CMO Lead, Microsoft US Central Marketing Organization. “Not only have we seen excellent campaign performance, but the technology gives us a much clearer picture of the role of mobile in our customers' conversion paths. We believe cross-device planning, execution and measurement are where the industry is headed, and we applaud Rocket Fuel for its leadership in adopting a people-based marketing standard.”
“Individual consumers appear as four or five profiles on average across their owned devices, switching among them frequently throughout the day,” said Randy Wootton, CEO of Rocket Fuel. “With our new people-based marketing approach, our Moment Scoring technology leverages unified profiles to present a holistic and complete view of an individual to deliver the right ad at the right moment on the right device, avoiding the delivery of excess ads on more devices. With Moment Scoring, the value for marketers is clear: optimize spend and drive higher campaign performance.”
Rocket Fuel found that marketers who adopted people-based marketing improved, on average, direct response performance by more than 30 percent and brand campaign consumer reach by more than 50 percent across the entire campaign. With Rocket Fuel’s people-based marketing technology, advertisers can now reach consumers across-devices and across IDs within the same device, enabling more moments throughout the day to reach consumers and the ability to drive multi-device exposure. Rocket Fuel’s technology takes into account anonymous demographic, behavioral and contextual data to develop a unified consumer profile for each individual that provides a more complete view of a consumer across their owned devices.
Rocket Fuel’s people-based marketing technology is currently available globally for both direct response and brand marketers. The people-based marketing standard will become the default setting in Rocket Fuel’s self-service DSP in 2016, with additional support in its Data Management Platform to come later in the year.
About Rocket Fuel
A leading Programmatic Marketing Platform provider, Rocket Fuel (NASDAQ:FUEL) offers brands, agencies, and platform partners managed services, as well as a SaaS-based Data Management Platform (DMP) and Demand Side Platform (DSP), to optimize performance, awareness, and lift across marketing objectives, channels and devices. By applying artificial intelligence at big data scale, Rocket Fuel’s Moment Scoring™ technology performs a real-time calculation of each ad opportunity based on a marketer’s goal to determine the likelihood a consumer will engage in a desired action. Moment Scoring goes beyond 1:1 marketing by learning to predict what marketing actions to take with a campaign at a precise moment in time, which results in a much more efficient use of marketing dollars. Rocket Fuel serves 96 of the Ad Age 100, three of the top five agency holding company trading desks, and partners with some of the world’s leading CRM platforms, marketing platforms and systems integrators. Headquartered in Redwood City, California, Rocket Fuel has more than 20 offices worldwide.