REDWOOD CITY, Calif.--(BUSINESS WIRE)--Rocket Fuel (NASDAQ:FUEL), a leading Programmatic Marketing Platform provider, today announced that it is bringing its Rocket Fuel Programmatic Marketing Platform to the IBM Universal Behavior Exchange (UBX) to empower marketers with control of all their customer data via an easy-to-use, integrated console.
A key component of IBM Marketing Cloud, UBX allows marketers to easily connect data across their solutions to help them better understand and engage with their customers in the moment. UBX is supported by an open ecosystem of certified partners, including Rocket Fuel.
“In today’s marketing climate, identifying your target customer is only the starting point,” said Simon Hayhurst, senior vice president of products and business development, Rocket Fuel. “The UBX lets marketers move beyond demographics and first party data. They can now leverage contextual and behavioral factors, including device, time of day, prior purchase behavior and interests, to reach the right individual, and deliver the most relevant message on the right device, at the exact moment of influence.”
The integration supports the ability to push published segments and attributes back into the IBM Marketing Cloud through the Rocket Fuel Data Management Platform (DMP). This flow of real-time customer data delivers more targeted and personalized customer experiences through IBM UBX, speeding time to market from weeks to one day.
By joining IBM UBX, Rocket Fuel also brings its Rocket Fuel’s Moment Scoring™ technology to the IBM Marketing Cloud. As a result, marketers will be able to activate their IBM data across paid channels and add an additional layer of sophistication by optimizing data to help ensure campaigns target the precise moment for a person to receive a marketing message on the right device. Moment Scoring performs a real-time calculation for each ad opportunity to determine the likelihood a consumer will engage in a desired marketing action across channels, devices, and objectives.
For more information on IBM Universal Behavior Exchange (UBX), please click here.
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.