IRVINE, Calif. & REDWOOD CITY, Calif.--(BUSINESS WIRE)--Local Corporation (NASDAQ:LOCM), a leading local search and advertising technology company, and Rocket Fuel (NASDAQ: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 they have signed a deal for Local’s new programmatic media-buying initiatives.
As part of the agreement, Local Corporation will leverage Rocket Fuel’s Audience AcceleratorTM Ad Seller Hub with DMP and DSP capabilities to deliver programmatic audience extension and search retargeting on behalf of Local’s advertisers. It will also syndicate first-party data from its flagship Local.com site.
According to eMarketer, programmatic digital display advertising grew to $10 billion in 2014, up 137 percent from 2013. It is expected to double to $20 billion in 2016.
“We believe our audience is highly valuable for advertisers because we have access to commercial search intent data from our consumers every day,” said Fred Thiel, Local Corporation chairman and CEO. “Our first-party audience data is generated from the approximately 200 million annual unique visitors to our Local.com site, approximately 30 billion ad impressions served across our publisher network, and the growing number of mobile searches across our carrier network. Rocket Fuel’s technology provides Local with the ability to target and increase reach to this highly valuable consumer audience, providing us with many advantages, particularly in the programmatic marketplace.”
“We worked with Local Corporation to create a solution that addresses its data-management needs and to help the company achieve its revenue objectives,” said Paul Wenz, general manager for Audience Accelerator, Rocket Fuel. “With our integrated self-serve audience extension hub with DMP and DSP capabilities, Local Corporation can meet the demand for access to its data on the exchanges, as well as create custom extension programs in conjunction with its owned and operated properties. By using our platform, Local.com now has the ability to extend and scale any size campaign for even the most niche audiences.”
Thiel added, “By integrating Rocket Fuel’s digital marketing hub and programmatic media buying with our own proprietary audience tracking and segmentation platform, we have the infrastructure to begin executing programmatic audience campaigns for our advertisers as well as syndicate our first-party data.”
Local Corporation also hopes to achieve higher performance for its programmatic initiatives by filtering and removing non-human traffic, using third-party tools and its own nTegrity™ solution.
About Local Corporation
Local Corporation (NASDAQ:LOCM) is a leading local search and advertising technology company that aggregates and curates the most relevant and rich personalized content and presents it to millions of consumers wherever and however they search for information, while providing significant reach and value to the company’s advertisers and partners. For more information, visit: http://www.localcorporation.com or visit the company’s flagship site: http://www.local.com.
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® platform to achieve brand, direct-response and revenue objectives in diverse industries across North America, Latin America, Europe, and APAC. With the acquisition of marketing technology firm [x+1] in September 2014, Rocket Fuel now offers a complete digital marketing hub for the world's most innovative, always-on marketers and ad sellers. The hub includes data management, programmatic media-buying, site optimization, and predictive analytics capabilities that extend across paid and owned channels, and personalize customer interactions. 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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