SOURCE: Rocket Fuel Inc.

Rocket Fuel Inc.

June 03, 2014 12:05 ET

Rocket Fuel Becomes First to Tap Nielsen Catalina Solutions' In-flight Optimizer

CPG Brands Can Now Utilize Consumer Purchase Data to Optimize Their Programmatically Served Ads to Drive In-Store Sales Throughout the Program

REDWOOD CITY, CA--(Marketwired - Jun 3, 2014) - Rocket Fuel Inc. (NASDAQ: FUEL), a leading provider of artificial intelligence (AI) advertising solutions for digital marketers, announced today that it becomes the first NCS Channel Partner to collaborate with Nielsen Catalina Solutions to understand consumer purchases resulting from programmatically served ads via in-flight optimization. Nielsen Catalina Solutions, a leader in marketing performance analytics that integrates actual retail sales with media exposure in a single-source dataset, enables Consumer Packaged Goods (CPG) marketers to optimize advertising performance to maximize their return on investment. Through this collaboration, CPG clients will be able to optimize their ad program while they're still in-flight based on NCS' weekly retail sales purchase data.

Previously, brands had to wait until their ad program was finished to receive true visibility into the success of their advertising initiatives and to understand how media drove sales results. Major consumer brands working with Rocket Fuel and Nielsen Catalina Solutions have recently used this data to continuously monitor sales at checkpoints throughout the program. This helps to identify the best performing audiences, creative and media strategies to make improvements during an ad program, maximizing ROI for the brand. The solution also includes comprehensive reporting on the overall incremental sales impact, which incorporates 52+ weeks of historical retail purchase information for the brands and categories.

"Rocket Fuel has perfected AI and machine learning-driven digital advertising to deliver more relevant ads at the right time to the right audiences, and deliver more ROI for our customers," said Simon Hayhurst, senior vice president, product and business development at Rocket Fuel. "We're thrilled to be the first company to join with Nielsen Catalina Solutions on this innovative approach to improve the success of advertising programs in a way that's never been done before."

"Advertising without sales is meaningless. And being able to understand how your ads drive sales while an ad program is happening -- enabling you to adjust your media plan to maximize each and every dollar spent -- is of real strategic importance of our clients," said Mike Nazzaro, CEO at Nielsen Catalina Solutions. "The combination of our comprehensive marketing performance metrics and UPC-level retailer data with Rocket Fuel's powerful optimization platform was a natural fit."

About Rocket Fuel
Rocket Fuel delivers a leading programmatic media-buying platform at Big Data scale that harnesses the power of artificial intelligence 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 groceries to retail. Rocket Fuel currently operates in more than 20 offices worldwide and trades on the NASDAQ under the ticker symbol "FUEL." For more information, please visit http://www.rocketfuel.com or call 1-888-717-8873.

About Nielsen Catalina Solutions
Nielsen Catalina Solutions provides the most comprehensive single-source view of advertising to help consumer package goods marketers, agencies and media companies measure and improve advertising performance by precisely linking what consumers watch and what they buy. 

The joint venture between Nielsen and Catalina integrates "watch" information from industry-leading Nielsen People Meter, Portable People Meter and Nielsen online, set-top-box and multi-media viewing data from Nielsen Catalina Solution's channel partners. The "watch" data is matched with the "buy" data from Nielsen Homescan® and nearly 70 million shopper households from Catalina. This single-source view provides the retail sales impact of TV, online, mobile, CRM, radio and print advertising. Nielsen Catalina Solutions is headquartered in Cincinnati, Ohio, USA. Visit www.ncsolutions.com/digital/ to learn more.