REDWOOD CITY, Calif.--(BUSINESS WIRE)--Rocket Fuel Inc. (NASDAQ:FUEL), a leading Programmatic Marketing Platform provider, today announced that Merkle’s DataSource digital segments are now available through the Rocket Fuel platform to drive higher performing marketing outcomes for marketers and agencies.
“Rocket Fuel’s Moment Scoring technology, combined with Merkle’s highly predictive and descriptive DataSource segments, enables us to offer smarter ad campaigns that are informed by more precise audiences and ad targeting,” said James Huang, vice president, global alliances and channels, Rocket Fuel. “At Rocket Fuel, our focus is on helping to ensure our platform ingests the highest caliber data so that we’re able to output highly targeted, high performing campaigns and drive improved marketing outcomes.”
Merkle’s DataSource is an industry-leading national customer marketing database that transforms the best performing data into addressable segments created from unique offline data aggregation that is accurate, predictive and actionable. Leveraging Merkle’s DataSource, powered by data and analytics from the offline marketplace, Merkle’s top-performing consumer segments are now accessible within Rocket Fuel’s Programmatic Marketing Platform. The Rocket Fuel platform features Moment Scoring technology, which is designed to learn the critical predictors of what makes one marketing action more likely than another in a particular moment, and to improve campaigns accordingly in real time.
“Merkle’s comprehensive – and highly discriminate – data sourcing approach means that only the highest scoring, best performing data sources are part of our DataSource offering,” said Marc Fanelli, vice president and general manager, global data solutions, Merkle. “The strength of our partnership with Rocket Fuel is the ability to transform data into actionable insight by combining our top-performing addressable segments with Moment Scoring. This raises the industry’s bar by scoring millions of attributes to offer insight into consumer intent and predict action.”
Access to Merkle’s DataSource is now available to Rocket Fuel customers globally. Marketers and their agencies can access the data via Rocket Fuel’s SaaS-based Programmatic Marketing Platform or by request for managed service campaigns.
About Rocket Fuel
A leading Programmatic Marketing Platform provider, Rocket Fuel Inc. (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 technology is designed to go 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 more than 75 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 over 20 offices worldwide.
Merkle is a global data-driven, technology-enabled performance marketing agency and the largest independent agency in the US for CRM, digital, and search. For more than 25 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. The agency’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights. When combined with its strength in performance media, Merkle creates customer experiences that drive improved marketing performance and shareholder value. With more than 3,400 employees, the privately held corporation is headquartered in Columbia, Maryland with 15 additional offices in the US and offices in Barcelona, London, Shanghai, and Nanjing. For more information, contact Merkle at 1-877-9-Merkle or visit www.merkleinc.com