SOURCE: Rocket Fuel Inc.

Rocket Fuel Inc.

July 16, 2014 09:00 ET

Rocket Fuel Adds Dynamic, Personalized Advertising to Its Technology Platform

AI-Powered Technology Personalizes the Advertising Experience, Raises Return on Ad Spend by 24% for Brooks Running

REDWOOD CITY, CA--(Marketwired - Jul 16, 2014) - Rocket Fuel (NASDAQ: FUEL), a leading provider of artificial intelligence (AI) advertising solutions for digital marketers, today announced new capabilities for dynamic, personalized advertising. Rocket Fuel Personalize enables high sales volume online retailers, travel aggregators and companies with vast product catalogues to programmatically create nearly unlimited number of ad variations personalized for the individual consumer. By selecting the optimal products and messages to show consumers via digital display and Facebook Exchange, advertisers can increase sales, hotel reservations and travel bookings.

Previous approaches to ad personalization have relied on manual approaches and simple rules. With this new technology, Rocket Fuel brings the full power of its AI and data driven platform to drive new levels of performance. Bespoke machine-learning algorithms train on response data about which products and ad messages drive results, and adjust and optimize real-time media buying and product recommendation decisions.

Rocket Fuel Personalize highlights:

Prospecting and retargeting -- a dual capability that's unique to Rocket Fuel

Rocket Fuel Personalize uses consumer insights such as web browsing behavior, past purchases, and location to personalize advertising experiences. Personalize dynamically assembles creative elements such as the title, image, price, and call-to-action within the ad, as well as provides personalized product recommendations and advertising messages for the individual.

For prospecting specifically, Rocket Fuel employs act-alike modeling -- which goes beyond traditional lookalike systems -- to identify both past behaviors and predicted future actions most correlated to lift in ROI, and assembles a real-time ad for each person in a specific context even if he or she has never been to an advertiser's website.

Insights that inform business decisions

For advertisers that create thousands of ads and have huge product catalogs, having insights into top sellers, popularity, and highest level of engagement can help inform critical decision like inventory management, product promotions and revenue opportunities.

Full creative services

Rocket Fuel works with brands and agencies to develop custom brand-friendly templates that are seamlessly aligned with an advertiser's brand guidelines.

Performance uplift

As an early adopter of the technology, Brooks Running saw improvements in results after adding Rocket Fuel Personalized advertising to its Facebook Exchange campaign.

"Rocket Fuel has a long track record of helping to deliver great performance for Brooks. When they came to us with a personalized ad solution, we jumped at the chance to test it. It has been exciting to see a 24% better return-on-ad-spend," said David Kornfield, eCommerce Marketing Manager at Brooks Running.

"At Rocket Fuel we strive to give advertisers the power, knowledge and freedom to focus on their customers," said Simon Hayhurst, SVP Product and Business Development at Rocket Fuel. "Rocket Fuel Personalize is a natural next step in our relentless pursuit of optimization and real results. Audience and context now have a third optimized partner -- personalized creative -- and this triumvirate works better together to deliver the ideal product and offer choice in real time."

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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 or call 1-888-717-8873.

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