SOURCE: Rocket Fuel Inc.

Rocket Fuel Inc.

August 15, 2014 12:00 ET

Media Alert: Rocket Fuel Expert Shares Best Practices to Combat Digital Advertising Fraud With the BBC

REDWOOD CITY, CA--(Marketwired - Aug 15, 2014) - With the ever-growing media focus surrounding online ad fraud, Ari Levenfeld, Director of Privacy and Inventory Quality at Rocket Fuel (NASDAQ: FUEL), addressed concerns over inventory quality for advertisers and what can and is being done to combat non-human (bot) traffic with BBC Business Matters.

According to the Interactive Advertising Bureau, advertising fraud could cost advertisers $11 billion dollars alone this year and 25-50% of digital spend could be wasted on ads that are never viewed by humans.

Advertising fraud is not a new problem; the industry is catching up to a top priority that Rocket Fuel has addressed for years. To combat it requires sophisticated technology to understand and detect what separates human behavior from non-human behavior. For example, "real people buy things with credit cards on websites. Real people do not visit tens of thousands of websites every single day in a short period of time," said Levenfeld. "We are able to use artificial intelligence, the same artificial intelligence that is used to serve the advertising campaigns in the first place, to also detect when the person is in fact not a person."

By using the above technique plus others, Rocket Fuel regularly discards up to 40% of all inventory that it has an opportunity to serve ads to per day, which amounts to approximately 500 billion ad impressions each month.

To learn more about what can be done to keep online advertising fraud free, listen to the interview, The $11-billion Online Ad Fraud Problem.

About Rocket Fuel
Rocket Fuel delivers a leading programmatic media-buying platform at Big Data scale that harnesses the power of artificial intelligence (AI) to improve marketing ROI in digital media across web, mobile, video, and social channels. Rocket Fuel powers digital advertising and marketing programs globally for customers in North America, Europe, and Japan. Customers trust Rocket Fuel's Advertising That Learns® platform to achieve brand and direct-response objectives in diverse industries from luxury cars to financial services to retail. Rocket Fuel currently 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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