SOURCE: Rocket Fuel

Rocket Fuel

July 22, 2014 09:00 ET

Rocket Fuel Expands Self-Service Platform With Features Tailored to Agencies

Industry-Leading Performance, Increased Usability, Enhanced Insights Draw Booyah Advertising to Switch to Rocket Fuel

REDWOOD CITY, CA--(Marketwired - July 22, 2014) - Rocket Fuel (NASDAQ: FUEL), a leading provider of artificial intelligence (AI) advertising solutions for digital marketers, today announced that Booyah Advertising has switched from another DSP to the latest version of Rocket Fuel Mission Control, an AI-driven digital marketing hub with expanded self-service tools for digital campaign management. The cloud platform empowers Booyah to offer better media outcomes and superior customer service while also lowering operating costs and increasing ROI.

Setting the bar higher for advertising success

Mission Control enables marketers, and agencies to create and manage digital media campaigns, set objectives and targeting criteria, and gather valuable reporting and insights. It is powered by Rocket Fuel's core machine-learning technology, which studies patterns in audiences, environments and messages across millions of combinations of attributes, and autonomously applies those learnings in real time to media buys on display, video, mobile and social channels. The sophisticated and versatile technology offers marketers leading performance and gives them the power, knowledge and freedom to focus on their clients and customers.

"Rocket Fuel's campaign optimization technology has always led the pack for Booyah in its ability to make the most of any media budget -- for marketing objectives spanning branding and direct response," said Troy Lerner, Booyah President. "Taking this amazing platform into our own hands will equip us to deliver that Rocket Fuel value to our existing clients, and to attract new accounts."

A data-driven, value-centered platform

Rocket Fuel has been operating campaigns on top of its technology platform since 2008. It first offered self-service access to Dentsu subsidiary cci in Japan in 2012, and is now offering self-service access in North America and Europe under the new product name Mission Control.

Mission Control gives self-service users a new way to carry out marketing initiatives on display, mobile, video and social channels, automating bidding levels and impression distribution to achieve desired performance. Rocket Fuel's approach is unique in that it allows marketers to simply input a budget and a goal, and let machine-learning algorithms drive their campaigns to maximum performance. This stands in contrast with other DSP solutions, which describe themselves as automated but in fact require hours of manual adjustments, testing and evaluation -- something that humans just don't have the capacity to manually scale with good results, especially compared with the processing speed and power of a robot.

While the AI system learns from outcomes and makes real-time campaign adjustments, it also creates reports that give marketers useful strategic insight into which audiences, environments and messages are working best. Mission Control customers may also bring first-party customer data into the campaign environment for targeting, measurement and optimization.

Mission Control customers benefit from the full extent of Rocket Fuel's broad and deep range of more than 100 industry partnerships for data, inventory, rich media and ad serving, measurement, verification, brand safety, attribution and more.

"This is a tremendous opportunity for advertising, because unlike the existing self-service offerings in the market, the Rocket Fuel platform is truly low-touch, high performance," said Richard Frankel, Rocket Fuel President. "The knobs and levers are there for when you need them, but what's really unprecedented is the ability to tell the software what you're trying to achieve and have it go out and find the best possible impressions out of a sea of roughly 50 billion impressions available globally every day."

"Our news today marks exciting progress in our mission to bring results-driven advertising technology to marketers, especially as a growing segment of professionals want to experience these tools themselves in a self-service capacity," said George John, Rocket Fuel CEO. "With Mission Control available worldwide, we've broadened our ability to help advertisers get the most for their money in digital."

For more information, please visit http://rocketfuel.com/blog/all-humans-welcome-rocket-fuel-mission-control.

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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