RocketFuelGuideToProgrammaticMarketing (2)

GUIDE TO
PROGRAMMATIC
MARKETING

CONTENTS
Introduction...................................................................................................................................... 3
Meet the Millers............................................................................................................................. 5
DMP + DSP........................................................................................................................................ 7
Methodology.................................................................................................................................. 12
Multi-Channel............................................................................................................................... 17
Offline to Online.......................................................................................................................... 20
Machine Learning, Human Insights................................................................................. 24
Conclusion...................................................................................................................................... 30
Awards and Accolades............................................................................................................ 31
Footnotes....................................................................................................................................... 32

Guide To Programmatic Marketing | 3
IN THIS GUIDE:
We will provide you with explanations
of the essential requirements for a
programmatic marketing platform.
1. Core modules of a programmatic
marketing platform built around
an integrated DMP and AI-powered
DSP, enabling super-intelligent data
activation vs. just data collection.
2. A methodology driven by predictive science,
which uses artificial intelligence to help
marketers learn, act, and evolve to improve
every subsequent marketing action.
3. The reasons why marketing to people,
not devices, is a core requirement of
marketing technology.
4. The importance of translating offline
user data into anonymous profiles
addressable in any channel.
5. The reasons why the combination of
machine-learning insights and human
relationships can be one of the most
powerful forces in marketing.
6. The reasons why no savvy marketer
should ever settle for less than award-
winning performance.
INTRODUCTION

A marketing revolution is underway that is significantly
changing the way consumers and brands interact. The
proliferationofmedia—therearenow644millionwebsitesand
15,000 television channels—has led to a hyper-fragmentation
of consumer attention that can only be corralled through the
use of Big Data.
In these transformative times, data collection has never been
greater, the access to it easier, nor the expectations for marketers
higher.Accordingto a Q4 2014 global study of senior executives
by Forbes, Rocket Fuel, and Spencer Stuart, marketers who
“know” Big Data tend to outperform significantly those who do
not across a range of key objectives.1
Those who know have
greater insight into consumer behavior, can more effectively
communicate with consumers, and drive more sales.
As such, it’s no surprise that today’s marketing hotshots
aren’t the whiskey-sipping “Mad Men” advertising execs
of yesteryear. Instead, they’re data geeks hawked from
analytics-driven realms like the trading floor of the NYSE,
all tasked with bringing the precision and conclusiveness of
science to the world of marketing. For most marketers, adapting
to this paradigm shift means tapping into the predictive power
of artificial intelligence (AI)—the same class of technology
behind Google’s self-driving cars and IBM Watson. Through
algorithmic methods and models, machines can now
learn what works and what doesn’t to optimize marketing
performance over time and predict the needs of everyday
consumers with higher accuracy.
Though niche providers exist for just about every method of
digital communication across every channel, this new age of
marketing calls for something else. A “programmatic marketing
platform” is a new generation of enterprise marketing software
that can help marketers tap into Big Data to deliver the right
message in the right context at the right time—and drive the
right action. Through an integrated Data Management Platform
(DMP) and AI-powered Demand Side Platform (DSP) that learns,
marketers can use this powerful platform to create a singular,
channel-agnostic view of consumers.
Gartner defines a marketing hub as a platform providing
marketers and applications with standardized access
to audience profile data, content, workflow elements,
messaging, and common analytic functions for orchestrating
and optimizing multi-channel campaigns, conversations,
experiences, and data collection across online and offline
channels, both manually and programmatically.
Privytothechangesaffectingthedigital-marketingindustry,
Rocket Fuel got to work building a platform of our own. We
combined our AI media-buying platform, which leverages Big
Data to the tune of a 192%+ three-year ROI for marketers
and agencies, with [x+1]’s industry-leading DMP.2
The result
is the Rocket Fuel Programmatic Marketing Platform, which
drivestailoredconnectionswithconsumersbyoptimizingthe
content, timing, and frequency of addressable messaging.
Our Programmatic Marketing Platform translates to
progressively relevant conversations where each interaction
informs and enhances the next. That means owned media
will drive paid media’s effectiveness, and paid media will drive
owned media conversations—which ultimately drive sales.
But this unique solution is built of several components that
are all equally necessary in earning real business results by
achieving the “Holy Grail” of 1:1 marketing.
PROGRAMMATIC
MARKETING PLATFORM
CONVERSIONS/SALES
OWNED MEDIA PAID MEDIA
DMP+DSP

MEET THE MILLERS
THE MILLERS:
To show Rocket Fuel’s Programmatic
Marketing Platform in action, we’ve
called upon our featured fictitious
family, “The Millers.” While they all
live under the same roof, each Miller
is a unique consumer with unique
habits, drawn to different customer
experiences. Throughout this guide,
we’ve outlined several hypothetical
scenarios in which marketers with
different goals can use Rocket Fuel to
guide the different consumers toward
conversions in unique ways. Each
scenario calls upon different components
of the platform, which—when working
in unison—connect, consumers with the
products and services tailored to their
interests in a significant and appealing
way.

ROB MILLER:
Model-airplane enthusiast.
Lawn-care expert
extraordinaire. Reads hobby
sites on his desktop every
weekend. Gets most of his
news from The New York
Times mobile site during his
commute on public transit.
“Game of Thrones” addict
(oh, how he doth loveth
that show), who catches up
on episodes after work via
his iPad.
DID YOU KNOW?
Rob spends an eyebrow-
raising amount of time on
celebrity gossip sites.
DEBBIE MILLER:
Movie buff (IMDB and
Rotten Tomatoes are her
gospel). Huge hockey fan.
During games, she draws
up plays on fan blogs via
her tablet. In her free
time at work, she pulls
up recipes on culinary
message boards via her
laptop. She’s been planning
“the perfect family
vacation” for three years.
DID YOU KNOW?
Debbie has made it her
duty to find the one true
“best fail compilation” on
the Internet. Most of her
phone’s data plan is used
up in this pursuit.
SANDY MILLER:
14-year-old martial arts
champion (personal
heroes include Ronda
Rousey and Bruce Lee).
Purchases new training
gear online from her
two favorite stores,
and subscribes to email
marketing from both.
Foodie. Loves exploring
new places to eat with
her friends. Sucker for
mobile coupons.
DID YOU KNOW?
Despite owning a deadly
roundhouse kick, Sandy
believes a scathing Yelp
review is the swiftest and
most devastating form
of retribution.
BOBBY MILLER:
17-year-old video game
prodigy. Netflix aficionado.
Sneaker fanatic. Moves
between screens with
the frightening agility of
a house spider. Instead
of homework: Checks
out must-see hilarious
YouTube videos via his
phone, binge-watches
entire series on Netflix (in
one sitting) via his tablet,
frequents gaming sites
on his laptop in between
visiting sneaker blogs.
DID YOU KNOW?
Bobby says he isn’t looking
forward to the family
vacation, but he really
is—desperately to fulfill his
secret dream of swimming
with dolphins.
BUT THERE’S A CATCH:
Because of the importance of protecting consumer privacy online, Rocket Fuel
will not receive personally identifying information (PII) about any of the Millers.
This means that, sadly, Rob Miller’s ability to trim a very convincing unicorn out
of a six-foot hedge in his front yard will be lost on all but his (very impressed)
neighbors. So how can marketers tailor a consumer journey that best matches
their unique lifestyle?

AN INTEGRATED DMP + AI-POWERED
DSP SOLUTION ENABLES SUPER
INTELLIGENT DATA ACTIVATION
If a programmatic marketing platform were a vehicle, the DMP
+ DSP solution would be its chassis. As we continue to
explore the anatomy of the platform, we’ll discover that
this is the core technology upon which all of its other
capabilities are built.
According to Forrester, Data Management Platforms have
broadened beyond simple tools for managing third-party
audience targeting in display to become sophisticated
platforms that help marketers build relevance in multi-
touchpoint consumer communications3
. They do this
through the delivery of three core functions, specifically:
1. Ingesting and normalizing a wide array of data streams
2. Providing tools to turn data into both insights and
targetable audiences
3. Creating and maintaining links to live channels for
message delivery
DMP + DSP

At Rocket Fuel, we think creating and maintaining links to live
channels for message delivery is at the crux of this definition.
While most DMPs are capable of the first two functions, a DMP
combined with an AI-powered Demand Side Platform truly
brings to bear the third. It does so by enabling super-
intelligent data collection and focuses on activation
that helps marketers begin and sustain meaningful and
personalized conversations with consumers across both paid
and owned channels.
THE NEED FOR A DMP
When organizations first realized that Big Data was the
key to unifying their audience’s fractured attention and
speaking to them as individuals, they started hoarding
as much data as possible. Soon, they had siloed stacks of
disparate site visitor data, CRM data, social interaction
data, and e-mail, location, and list data—which could only
provide them a limited and narrow view of the consumer.
And, as the data stockpiled to greater heights, its size
and scope made it increasingly more overwhelming,
confusing, and intimidating to use.
In many organizations, these voluminous piles of data
still serve as the ever-growing elephant in the room.
But more marketers than ever are actively searching
for a means of putting it to work across their entire
marketing mix—and, as they now realize, a viable solution
exists in the form of a Data Management Platform. DMPs
were built to do the job of collecting, integrating, and
activating large volumes of data so marketers can have
a better understanding of their audiences and develop
more refined marketing programs.
It’s no wonder, then, that with a DMP’s proven ability to
build and scale audiences, many marketers are eager to
integrate one into their organization. According to a Rocket
Fuel study of over 300 senior marketing professionals in
Q4 of 2014, 30% of respondents are using a DMP, while
another 40% are considering one. The writing is on the
EXECS WHO THINK THEY LEVERAGE BIG DATA
EXECS WHO ACTUALLY LEVERAGE BIG DATA
JUST OVER HALF OF EXECS
UNDERSTAND BIG DATA
EXECS THAT ACTUALLY LEVERAGE
BIG DATA MEET OR EXCEED GOALS
62%
23%
? ???
52%
Source: The Potential Of Big Data, Forbes, October 2013
92%

wall: Marketers are trying to quickly adopt and integrate
this technology, so their data is dormant no longer.
While Spike’s Sporting Goods gets pretty good results with
its DMP, it can reach even larger audiences of martial artists
and make much deeper connections with them through the
power of AI.
HOW DOES THIS WORK?
Let’s use “Spike’s Sporting Goods,” Sandy
Miller’s favorite martial arts equipment
store, as an example. Spike’s uses a
DMP integrated with third-party data
to build additional audiences based on
the attributes of their most valuable
customers—members of its “Roundhouse
Rewards” program. In this way, Spike’s
successfully scaled its audiences with
more valuable martial arts enthusiasts
and grew its business.
BEYOND DATA COLLECTION
TO DATA ACTIVATION
(DSP + DMP)
According to Forrester, DSPs offer buyers the promise of
centralized management across programmatic media sources,
automated real-time algorithmic optimization, unified
campaign tracking and reporting, and audience targeting and
insights. 4
At Rocket Fuel, we believe that a DSP powered by
AI is uniquely able to learn and adapt to provide progressively
relevant conversations where each interaction informs and
enhances the next.
Rocket Fuel’s standalone, AI-capable DSP learns a great
deal about the habits of consumers, and provides marketers
insights about their audiences they might never have
expected (more on that later). But just like a DMP, despite its
undeniable value, a DSP works better in tandem. Together,
a DMP and DSP can inform and feed real-time marketing
decisions across all media channels, giving marketers the
ability to measure consumer responses and interactions
to optimize the frequency, accuracy, and relevancy of
their messages. It also more effectively scales audiences
by identifying and including consumers who act most like
valuable customers.
Rocket Fuel’s predictive optimization engine evaluates
available data sets stored in our DMP to find high-value
prospects. As it learns, it dynamically updates in real time
to uncover prospective consumers. Think of it as the brain
of programmatic marketing—the better the DSP decisioning
algorithms and the more useful the data that it processes,
the smarter it gets. It also gives marketers the access to
specify and adjust the types of consumers they want to
focus on or exclude entirely.
Sandy isn’t the typical Spike’s customer (not many
teenage girls can literally punch the stuffing out of a
speed bag), but she’s still a highly valuable prospect.
Because an AI-powered DSP can learn from how

individual profiles interact with the impressions they
are served, DMP segments are dynamically updated to
help identify more key consumers like Sandy—regardless
of what they actually look like.
CREATING A PERSONAL JOURNEY
The conversation a brand has with a consumer is key to
moving them farther along their journey to completion of a
sale and onward to brand loyalty. Marketers that use a DMP
to note all interactions can seize opportunities to create
purposeful interactions with their audiences.
So when Sandy searches for new leg pads on the Spike’s
website, it influences the messaging and creative she sees
in the next display ad served to her. Spike’s also knows to
give her time to receive the pads and break them in before
reaching her with an offer upselling her the matching
headgear. When the time comes, she sees a pre-roll ad
for the headgear while watching a trailer for a summer
blockbuster on Facebook. As expected, the headgear is
perfect for the Taekwondo class she just joined.
Knowing Sandy’s position in the marketing funnel allows
the DMP to orchestrate the frequency and relevancy
of messaging, which facilitates upselling Sandy—and
highlights the incredible value AI brings to marketing.
By now, it should be clear why Rocket Fuel’s
DMP + DSP solution is the center of the
Programmatic Marketing Platform. With it, we
can send instructions to display, site, email, SMS,
call center, and chat in real time. Marketers can
set a number of triggers to deliver personalized
messages that guide prospects, like Debbie Miller,
down the funnel more effectively.
Debbie has been planning an epic family vacation
for ages. She is, in many ways, to the travel & leisure
industry what Moby Dick was to Captain Ahab. A
major catch. The Millers don’t have a lot to spend
on a vacation, so the more a marketer can tailor the
purchasing experience to Debbie, the more she’s
likely to spend. As marketers have come to know all
too well, Debbie can be quickly deterred when met
with messaging she finds unsuitable.
Rocket Fuel’s DMP + DSP solution can learn from
each interaction we have with Debbie — and present
her with a more seamless trip down the marketing
funnel. Each touchpoint can be used to guide her
one step closer to finally booking that vacation.
MARKETING THAT
LEARNS™
HOW TO
GUIDE DEBBIE TOWARD
BUYING HER FAMILY
VACATION

Serve an ad during her cooking
show. Rocket Fuel’s AI learns from
the impressions we’ve served her to
understand when Debbie’s unlikely to
convert on an ad. She’s in the culinary
zone at that moment, and not thinking
about anything else.
Serve Debbie strong branding ads on her
tablet, where she is most likely to browse,
compare, and educate herself on products.
MARKETING THAT LEARNS
TM
HOW TO GUIDE DEBBIE TO HER FAMILY VACATION
DO
DON’T
DSP OPTIMIZING BRANDING METRICS
Use what you’ve learned from her activity
on your website when she clicks through to
your call center. Debbie will be impressed
when your customer service agent has
a good understanding of what type of
vacation she is looking for.
DMP DRIVING SITE OPTIMIZATION
As she gets closer to booking a room, send
her emails with more information about
that suite she has seen. Then, send her an
ad with special suite pricing on her laptop
to seal the deal, because that’s where
Rocket Fuel knows she is more likely to
finalize the purchase.
DMP AND DSP UTILIZING PIXEL DATA FROM DR
DMP AND DSP UTILIZING RETARGETING DATA
Allow some time to pass so she can first
tell the family about the upcoming vacation
(and revel in their adoration). Then Rocket
Fuel’s DMP will begin offering her add-ons
like, say, a chance to swim with dolphins.
Or, after the trip, it may prompt her with a
sweet offer for leaving a review.
DSP UTILIZING PIXEL DATA FROM DR PROSPECTING
Serve her an ad with a Mai Tai in the
creative. Debbie has never once clicked
on the “bar” section of your site, and
the sight of Mai Tais triggers a flashback
to that luau party in college that she’d
rather forget. Instead, tailor your site to
show the family suites and fun group
activities she’s searched for.
DSP UTILIZING PIXEL DATA FROM DR PROSPECTING
AND SITE OPTIMIZATION
Immediately retarget Debbie with an ad
for the vacation package she literally
just booked. Annoying a consumer is not
going to make them more valuable.
DMP DRIVING SITE OPTIMIZATION

METHODOLOGY:
ARTIFICIAL INTELLIGENCE
AND BIG DATA
PROGRAMMATIC MARKETING
PLATFORMS NEED MORE THAN JUST
AUTOMATION; THEY NEED INTELLIGENCE
From the dawn of civilization until 2003, mankind generated
five exabytes of data. Now, we produce that much every
two days.
WHY AUTOMATION? BIG DATA
The saying “we’re only human” has never been more
poignant. There’s so much data available that, without
automation, a marketer’s ability to use it to make
meaningful decisions invariably plateaus. Forced to
consider more and more new data, eventually, he or she will
have to ignore older data or focus solely on small portions
of a dataset.

WHY BIG DATA + AI TRUMPS MANUAL
For most planning purposes, there are two genders, six age
groups, and seven HHI markers. A national marketer with
a broad portfolio of goods should be able to create and
deliver a unique message for each of these 84 audience
combinations. Now, let’s further imagine that this marketer
has retail distribution relationships where its products exist
in all 210 designated marketing areas in the U.S. A person
who wants to buy shampoo in the Alaska “bucket” might
have a different mindset than someone in Florida, and
should receive a different personalized message.
84 demo clusters x 210 DMAs = 17,640 combinations
Through the miracle of digital marketing, we learn that each
person in each bucket has a minimum of 1 of 100 interests.
Add 100 interest categories and now you have 17,640,000
combinations. Anyone want to A/B test all those?
And 17,640,000 is merely the product of all binary (i.e. male
or female) combinations. Marketers optimizing with these
alone get an incomplete view of consumers. For example,
one of two friends pedaling on a tandem bicycle should
never be denied a mobile ad for pizza because they don’t
share many interests outside of Italian food and ridiculous
modes of transportation.
How do you avoid missing these hungry consumers? By
considering non-exclusive combinations. These consider the
possibility that a consumer represents one, both, or neither
of the options in a consideration set. Now, our number of
possible combinations becomes an incredibly vast exponent.
17,640,000 becomes 1.28 x 1030
or a number equal to
every grain of sand on Earth... times two. This is not exactly
an activity fit for humans to do in a timely fashion.
GENDER HHIAGE
2 BUCKETS 6 BUCKETS 7 BUCKETS
84 COMBINATIONS
210 BUCKETS
17,640 COMBINATIONS
84
DMA
interest categories
100
17,640,000 COMBINATIONS
17,640
1.28 x1030
combinations = every grain of sand on earth 2x
non-exclusive
categories
17,640,000
$#@%!

AR·TI·FI·CIAL IN·TEL·LI·GENCE:
Noun. The ability of a computer to perform
operations analogous to learning and decision-
making in humans, as by an expert system.
ENTER ARTIFICIAL INTELLIGENCE—AI
THAT REACHES THE INDIVIDUAL, NOT
JUST THE SEGMENT
If programmatic marketing platforms are the vehicle of
savvy marketers of the future, AI will be their fuel. All over
the world and in all levels of society, AI is making complex
systems more efficient. Regardless of whether the systems
in question are demand-side platforms, home-heating
systems, or gas turbines, AI can leverage Big Data to detect
patterns and mine insights to improve their operations.
Rocket Fuel believes machine learning and Big Data will
drive success in this new age of marketing by igniting
human insight with blindingly fast predictive science. For
the first time, 1:1 marketing can be achieved at scale, and
the results measured, so marketers can tell if the messages
they show to an individual are having the desired effect.
But remember: Just because a platform is automated doesn’t
mean it’s intelligent. So when an automated platform lacking
AI can only market to predetermined segments, Marketing
That Learns™ can autonomously learn, act, and evolve
to identify the individual profile to make deeper and more
relevant connections with consumers.
AT ROCKET FUEL, WE BREAK OUR
MACHINE-LEARNING INTO THREE
PHASES: LEARN, ACT, AND EVOLVE.
I: LEARN WHAT MATTERS
The ability to learn from past campaigns and real-time market
conditions is what makes AI-powered marketing special.
As new signals come in, the system rapidly re-evaluates
its models and changes its scoring to continuously improve
performance. As it learns, it paints a more complete picture
of who a consumer or individual profile is (as well as who a
consumer is not).
In a Total Economic Impact (TEI) study
commissioned on behalf of Rocket Fuel in 2013,
Forrester Consulting found that Rocket Fuel’s
programmatic media-buying technology, powered
by AI, delivered an average return on investment
(ROI) increase of 229% for agencies and 192% for
advertisers over a three-year period.
While other programmatic solutions simply focus
on segments, Rocket Fuel’s Artificial Intelligence
leverages Big Data across thousands of computers
to build machine-learning models trained on
which marketing works well for an individual
and which do not. With the goal of bidding often
enough to show the right number of ads at an
optimal frequency, these models then decide
which individuals are best suited for each ad.
MARKETING THAT
LEARNS™
INCREASES
ROI FOR ADVERTISERS

Before it determines a bid, the Rocket
Fuel platform needs only milliseconds to
consider factors such as:
• Have we seen this consumer before?
• What have we learned about thier
past behavior?
• What types of ads do they respond
to best?
• What types of ads do they ignore?
• How much data do we have about
them?
• Does the data sufficiently inform
the bid model, or should we buy
supplemental data before deciding?
But Rocket Fuel models don’t just
determine if a consumer is good for
a certain brand or not, because that
would be binary. Instead, they score
the individual separately for every
opportunity. This means that the same
individual might get a higher score on
one website than another because of
the context of their visit, e.g. one time
of day versus another and one day
of the week versus another. Steadily,
these observations create a powerful
acumen, which can become even more
perceptive when, based on what it
knows, it predicts what an individual
might like.
II: ACT IN MILLISECONDS
Based on what they learn, Rocket
Fuel’s machine-learning models can
estimate the probability of success
of serving a certain ad to a certain
person at a certain time in a certain
context. Rocket Fuel can then decide
how much to bid, and—in real time—
even create an impactful ad via
dynamic creative. Determining how to
act on what was learned is based on
a range of factors available to inform
the decision. This happens nearly 100
billion times a day, with no two bids
being exactly alike.
By continuously making informed guesses based on what they have
learned, these models can unearth new insights that help expand
what they know about a consumer profile. For example, based on
what it’s learned about Rob Miller’s web-browsing habits, AI might
test if he is comfortable enough in his celebrity gossip obsession to
purchase a subscription to People magazine. If he’s not, and doesn’t
purchase, it’s back to the ads that are more similar to ones showcasing
hedge clippers.
III: EVOLVE TOWARD
BUSINESS OUTCOMES
What good is learning if you can’t use
that knowledge to improve? Based on
how the models score and re-score, AI
can begin to understand a consumer—
and the best way to approach him
or her for any brand and product.
This manifests in displaying the best
possible creatives via dynamic creative,
providing personalized content on a site
via site optimization, using the optimal
messaging in inbound marketing, or
simply showing the right content to
the right consumer at the right time to
convert.
MARKETING THAT LEARNS™
PEOPLE’S QUIRKS

Because Debbie is in charge of her family’s
finances, her bank would love to reach her
online to promote a new credit card. Her intense
(borderline frightening) devotion to her favorite
NHL team makes her the perfect fit for a team-
themed credit card. With this knowledge,
financial services marketers using Rocket Fuel
know it’s best to reach her on game day with a
branding ad, when her hockey fanaticism prevents
her from converting (and thus makes a DR ad less
optimal).
But Rocket Fuel also learns that she’s more likely
to convert the morning after the game when she’s
talking trash about a rival on her team’s message
board. That’s when we would show her a DR ad
showcasing the rates and a temporary promotion
to close the deal.
MARKETING THAT
LEARNS™
LIFESTYLES

MULTI-CHANNEL
MARKETING TO INDIVIDUALS, NOT
DEVICES, IS A CORE REQUIREMENT OF
MARKETING TECHNOLOGY
When making decisions, too many marketers think about
their audiences in buckets: Mobile, display, video, and social.
But in a world that is rapidly becoming device and channel
agnostic, marketers unable to continue dialogue with
audiences across their media consumption are being pushed
out by the ones who are learning and adapting from each
interaction they have.
THE RISE OF MULTIPLE DEVICES,
LED BY MOBILE
2014 was a pivotal year for media consumption. According
to Nielsen, Americans now own an average of four digital
devices, with the average consumer spending 60 hours a
week consuming content across them. eMarketer says that
for the first time, U.S. adults devoted more time every day
to digital media than to television—a shift driven entirely by
increased time with mobile devices.
Because mobile produces a trove of valuable data, it will
be an incredibly important touchpoint going forward—
one that will define cross-channel success. Unfortunately,
mobile has been labeled by many as a cookieless channel
and thus ineffectual—an all-too-common misconception.
Many mobile browsers accept cookies, and mobile devices
use powerful privacy-friendly identifiers. These identifiers
are generally set at the mobile operating system level, with
settings that can be adjusted and customized by the user,
with strict enforcement policies controlled by the platform
(iOS and Android, for example). So they allow for consumer
protection, while also providing you with a way to provide
consumers with tailored messaging about your product.
By combining mobile data with that of a consumer’s other
devices, marketers can open up a whole new digital frontier.

MEETING CONSUMERS AT
EACH TOUCHPOINT
But confounding marketers is the radical difference
between consumers using these devices. Not only do they
have unique preferences regarding which devices they use,
how they use them, and the types of media they consume
on them, they also tend to behave differently in different
markets. For example, before converting, car buyers do
research via a wide variety of online channels favoring
different devices at different times, at different points of
the purchase funnel.
For marketers, the trick to overcoming the myriad variables in
a consumer’s journey is creating a compelling and consistent
experienceacrosshisorherdevices.Onlythencanamarketer
understand an individual’s tendencies—by analyzing how
they’ve behaved in the past, are behaving now, and are likely
to behave in the future. With this knowledge, a marketer can
reach them with the most appropriate content on the best
device at the right moment.
ROCKET FUEL’S PROVEN PERFORMANCE
Rocket Fuel’s cross-device optimization connects 965 million
devices globally. The same AI-powered technology that
drives industry-leading performance in desktop addresses
the multi-device consumer in a global market by capitalizing
on the massive scale Rocket Fuel has across all devices
including desktop (1.5 trillion monthly global opportunities)
and mobile (855 billion global opportunities).
MARKET TO INDIVIDUALS,
NOT DEVICES AND SEGMENTS
Like most families, the Millers spend a lot of time on their
devices—but that doesn’t necessarily make it easy to reach
them with effective marketing. They each have their own
smartphone, but share a tablet, two laptops, and a desktop
amongst them. To make matters more complicated, the
usage of these devices isn’t even exclusive to the family:
Joey, Bobby’s best friend and frequent houseguest, gets in
on the action, too.
So with three unique individuals—and two, Bobby and Joey,
who can easily be mistaken for one another—all under
one roof, how can marketers prevent getting caught in an
intricate web of device ambiguity? How can they connect
usage across multiple devices to one individual? And how do
they avoid serving Joey messaging intended for Bobby? The
answer is AI-powered, machine-learning prediction.
By compiling a single consumer profile based on signals
we receive, Rocket Fuel can enrich the understanding of
device ownership and make well-defined connections with
consumers. By identifying patterns based on significant
data points, many devices can be associated with a single,
anonymous user ID.
This way, when Bobby gets kicked off the family plan for using
too much data, a telco marketer can still have a good chance
of reaching him with relevant messaging. For instance, they
would know that the Miller surfing sneaker blogs and gaming
sites at at 1 a.m. is probably Bobby, and the laptop he travels
to school with every day is most likely his.

Although Rob Miller is still completely anonymous to the marketers
partnered with Rocket Fuel, they see a decidedly more detailed
picture of him as a consumer than do most other advertisers. For
example, a look at his past week’s activity makes it clear that he’s
planning to purchase a new vehicle. With this knowledge, they can
anticipate several opportunities to make a meaningful connection
with Rob via the Programmatic Marketing Platform.
As Rob’s Ferrari fantasies become more vivid (sources indicate he’s
now gear-shifting and making engine noises in his sleep), marketers
can assemble a personalized experience across channels and devices
that puts him on the path to conversion. So when they see him
compare prices of different sedans on his laptop on Monday and
read product reviews on his smartphone on Tuesday, they can reach
him on his tablet on Wednesday (when his level of purchase intent is
highest) with an offer spurring him to schedule a test drive on Friday.
The result is a brand new red sedan parked in the driveway—and no
more hedges wistfully trimmed in the shape of sports cars.
HOW TO DRIVE CAR SALES

OFFLINE
TO ONLINE
A PIONEERING PROGRAMMATIC
MARKETING PLATFORM CAN MERGE
OFFLINE DATA WITH ONLINE, AND VICE
VERSA, WHILE KEEPING PRIVACY INTACT
As marketers modernize their operations, they need to
be able to access their organization’s dearth of offline
consumer data online (and vice versa) to take advantage of
consumer touchpoints once thought to be unaddressable.
For this reason, combining disparate offline and online
data to create a completely anonymous audience profile
that’s addressable in any channel should be a fundamental
capability of a programmatic marketing platform.

REACHING OFFLINE CONSUMERS ONLINE
The digital marketing ecosystem is a murky world where it’s
incredibly difficult to determine who is a valuable consumer
and who isn’t. Unfortunately, matching offline customer
records with cookie data is often ineffective, rendering
valuable customers and prospects completely out of
the reach of marketers online. But removing personally
identifiable information (PII), and matching specific offline
data to anonymous online data, defeats this problem. And,
while it may seem like a possibility that’s still years away,
savvy marketers should be calling for it now.
Marketers should be able to match persistent offline data
and first-party CRM data with online behavioral data to
scale their audiences and reach customers and prospects
wherever they are. This includes paid media such as display
advertising, owned media such as site optimization, and
brand new channels such as programmatic television.
ROCKET FUEL PROGRAMMATIC MARKETING
PLATFORM’S MASTER KEY ID’S
Rocket Fuel securely links offline household data to online
IDs that are addressable in any channel. Integrated with
Let’s say a leading video game company wants
to unlock the potential of its offline CRM data to
upsell owners of a popular first-person shooter to
purchase the latest version.
To reach customers like Bobby, the video game
publisher uses Rocket Fuel to push an informed
list of game purchasers into a data clearinghouse
to remove PII and match with third party data
and de-identified, persistent offline household
data. When it comes back, the data is matched
with correlating online cookie data to create
anonymous master key IDs that are addressable in
any programmatic channel.
So when Bobby sees the timely pre-roll ad before
a sneakerhead video on Facebook, the video game
company is able to show Bobby a 30-second
online video spot, prompting him to get off the
couch and over to the store to purchase the game.
HOW TO FIND BOBBY ONLINE—
WHILE PROTECTING HIS PRIVACY

third-party data providers, Rocket Fuel all PII to create an
anonymous “master key” ID. These master key IDs match
at an extremely high rate, meaning addressable audiences
instantly scale by a significant margin. This capability is an
extension of the Rocket Fuel DMP, which unites marketers’
programs across multiple channels, screens, and devices,
both by cookie and anonymized ID.
MATCHING ONLINE AND OFFLINE DATA
TO OVERCOME COOKIE DEPENDENCY
Through an anonymous profile integrating offline,
online, and third-party data, marketers can maintain
a conversation with consumers through consistent,
personalized messaging and dynamic creative, even
on devices and channels in which a cookie is unreliable
or simply doesn’t exist. By doing this, they can gain an
understanding of their customers in a different context—
such as how their behavior changes in different channels—
and communicate with them in entirely new ways.
Therefore, mobile consumers on iPhones—mobile Safari’s
default setting blocks cookies—are no longer off limits, and
a whole new world of programmatic opportunities opens
up. Programmatic television, billboards, SMS—and channels
that have not been thought up yet—become addressable,
and marketers will be more equipped to tackle whatever
the future has in store. We future-proof targeted marketing
on new channels with Rocket Fuel’s omni-channel
identification and alignment.
USING RICH ONLINE DATA TO DRIVE IN-
STORE AND FOOT TRAFFIC AND LIFT
Part of being in the offline world also means being able
to measure the effect of your digital marketing efforts
offline. For businesses with multiple physical locations,
mobile marketing has become a crucial driver of in-store
foot traffic. Geotargeting technology allows businesses to
match nearby consumers with locally relevant ads that help
push would-be passersby through their doors.
But, until recently, advertisers have been forced to rely on
click-based attribution—an ambiguous and often misleading
measurement of success. To gauge real-world performance
beyond clicks, a neutral third party has to back it up.
Rocket Fuel’s partnership with Placed, for example, helps
advertisers understand the direct impact of their mobile
ad spend in driving in-store visits by measuring the walk-
through rate, not the click-through rate.
ROCKET FUEL PROGRAMMATIC
MARKETING PLATFORM WITH
LOCAL LIFT CAPABILITY
By connecting with consumers in their physical and online
worlds, marketers can aim for actual business goals (sales of
“Product X”) rather than metrics with a tenuous connection
to their company’s bottom line (like CTR).
Rocket Fuel’s local lift capability drives in-store foot traffic
for both brands with their own physical stores and brands
that have products on the shelves at a retailer’s brick-and-
mortar location. Rocket Fuel has a unique ability to process
extremely large amounts of location data—more than 200
billion monthly data points per month in the U.S.—to geo-
target the right person for your message. We use this
location data to select which ads to serve to individual

“We engaged Rocket Fuel to increase foot traffic and
the purchase frequency of Dr Pepper at more than
1,000 grocery store locations. Rocket Fuel succeeded
in driving 213,000 store visits at a cost of only $0.21
per visit. And, as a part of the broader promotional
effort, we introduced 25,000 new households to Dr
Pepper products. This was our first foray into using
local lift as an in-store purchase-intent driver, and
Rocket Fuel went well beyond our expectations and
those of our retail partner.”
Sheila Bonner,
Vice President, Shopper Marketing
Dr Pepper Snapple Group Inc.
MARKETING THAT
LEARNS™
HOW TO
INCREASE FOOT
TRAFFIC IN STORES
consumers when they’re most receptive to an advertiser’s
message. That means that we can serve an impression
to someone who we know is within walking distance of a
particular store, or we can find a consumer who is a habitual
shopper of a particular chain or business category.
A ROCKET FUEL ATTRIBUTION
PARTNER—PLACED
To understand how mobile media affects store visitation,
Placed operates the world’s largest opt-in location panel,
with more than 500,000 U.S. panelists. This massive data
analysis provides a store visitation baseline against which
advertising-influenced visitation is measured. Placed’s
attribution methodology has been widely adopted at both
the agency and advertiser levels, and has quickly become
the industry standard for local measurement.

MACHINE LEARNING,
HUMAN INSIGHTS
The brilliance of AI lies in its ability to continuously learn,
act, and evolve to improve automated processes in real
time. But, for all its learning, it’s pretty good at providing
the marketer with valuable insights, too. Human marketers
glean value from AI not only in the higher performance
results it achieves, but also from the deep insights it can
provide, which can all be applied toward other initiatives
and future campaigns.
Most programmatic solutions use basic automation models
that simply put consumers into specific buckets and deem
them desirable if they perform certain actions with enough
frequency. However, this behavioral targeting is simplistic
and doesn’t have a deep understanding of the consumer as
a unique individual. This is because it requires rich Big Data
and the analytics to identify these individual idiosyncrasies
that we humans portray. Therefore these simpler models
are not completely effective.

In sharp contrast, Rocket Fuel’s AI takes thousands of data
points into consideration, indexes the most important
elements needed, and creates contextual models that
enable us to learn. It’s like taking the best aspects of
behavioral modeling, propensity modeling, recency, and
time of day, and more, and blending them together using
sophisticated AI and Big Data to generate incredible results.
DO YOU KNOW WHERE YOUR AUDIENCES
ARE? AND, MORE IMPORTANTLY, WHERE
THEY’RE LIKELY TO CONVERT?
Digital marketers love seeing their media run on big,
popular, and credible sites. As far as publishers go, the
New York Times and the Huffington Post, for example,
Let the AI sort through all the possibilities to find
the best price/place for conversion and learn from
observing its own results. According to a study by
contextual targeting firm CONTEXTWEB of more
than 1,000 ad campaigns across 18,000 publisher
sites during the second half of
2010, ads placed on long-tail
sites—those with an overall
reach smaller than 1.5% of
the Internet population—had
a significant lift in click-
through rate compared with
ads on larger web properties.5
Overall, long-tail sites
lifted click rates by 24%.
Accounting for the decreased
cost of placing ads on long-
tail sites, even a negative lift
often translates into a more
efficient ad.
Let’s say “Big Box Home & Garden,” which values
consumers like Rob, might be unaware that many
of its customers peruse niche celebrity gossip blogs.
Machine learning can find out that Rob is more
receptive to advertising when he’s reading about
celebrity gossip than when he’s poring over more
“worldly” subjects that he’s very focused on in the
New York Times. Not only that, Big Box marketers
might be surprised to learn
that there are a lot of guys
just like Rob, who read up on
current affairs in the morning
and celebrity affairs before
bedtime—an insight that can
inform a lot of future marketing
campaigns and initiatives.
Rocket Fuel worked with a
gaming console advertiser
marketing toward men 18 to 34
years old. Insights from our DSP
found that most customers were
actually middle aged women,
ostensibly because they were
buying the consoles as gifts. As a result, for the first
time, the company was able to scale its campaigns
toward this key audience.
TO IDENTIFY A NEW TARGET
EDUCATION
TECH AND COMPUTING
HOBBIES AND GAMES
SOCIETY
STYLE AND FASHION
TRAVEL
FOOD AND DRINK
SPORTS/RECREATION
SCIENCE
64%
57%
49%
47%
46%
44%
43%
34%
31%
HEALTH AND FITNESS13%
LIFT IN CLICKTHROUGH RATE FOR ADS ON LONG-TAIL WEBSITES
BY CONTENT CATEGORY, Q4 2010
NOTE: Read chart as saying ads on long-tail websites in the education category had a
64% higher clickthrough rate than ads on short-tail websites in the education category.
Source: CONTEXTWEB,“Using Long-tail sites to Optimize Media Spend”- March 8, 2011

are the crème de la crème. Getting an ad placed on one
of these sites is a big branding win, and will always make
us marketers feel good. But is focusing on the most high-
profile sites without optimization really what drives the
best results?
STUDY SAYS...
In The Definitive Guide to
Creative Optimization, a large-
scale study led by Rocket
Fuel’s Marketing Research
team, hundreds of thousands
of ads across several industry
verticals were reviewed and
analyzed for their effect.6
The
team found that the following
key factors play a significant role in attracting clicks
by potential customers:
• The color of backgrounds, use of animation,
including human faces, showing product, and
company logo placement mattered across all the
verticals. For example, red backgrounds averaged
31% higher conversion rates across all verticals,
whereas gray backgrounds averaged -8%.
• Human faces drove a higher conversion rate lift—
102% higher if it was a man, 25% with a woman.
• Auto creative featuring “Build Your Own” as a
call-to-action averaged a conversion rate 106%
higher than the vertical average.
• Travel creatives averaged higher conversion
rates (+167%) when they list a length of stay for a
potential trip (e.g. 3-days, 2 nights).
The study shows that simple changes can deliver huge
results. With the right reporting, marketers can apply
these insights to drive better results across all of their
activities. Through our DMP and DSP, these insights
can be applied to the entire marketing mix from
direct response to site optimization to email content.
BEST PERFORMING BACKGROUND COLOR BY VERTICAL
Not always. Marketing solely based on the “destination”
rather than the audience and their behavior is an old
Mad Men way of doing things. With machine learning at
their disposal, marketers can derive insights from its
thorough analysis of data to understand where high-value

are most drawn to, and effectively evolve their marketing
messages.
If a brand of yogurt uses an ad touting its organic ingredients
and that ad shows exceptional performance, there’s a
good chance the health benefits are a great competitive
advantage. However, this also works the other way: By
finding out which messaging consumers respond to least, or
which of their competitors’ messaging they respond to best,
marketers can begin to identify the perceived weaknesses
of their products, or where their competitors might have
an advantage. They can then focus more on research and
development and improve their offering.
Through rapid testing and learning made possible by AI,
marketers can find out how consumers engage with their
marketing and use that feedback to inform and evolve their
product roadmap and overall messaging strategy.
TRANSPARENCY AND AI INSIGHTS
ARE INVALUABLE TO MARKETING
STRATEGIES AND DECISION-MAKING
THROUGHOUT THE CUSTOMER JOURNEY
To provide the level of detail needed for these learnings,
Rocket Fuel offers clients full site lists so they can discover
their customers’ and prospects’ interests. We also provide
conversion charts so marketers can see which sites tend to
perform best.
consumers are. Often, conversion happens not where a
marketer expects. Or, if it is on premium sites, using AI
to optimize the time, frequency, and target can improve
conversion.
WHAT AI HAS LEARNED ABOUT
CREATIVE EXECUTION THAT CAN DRIVE
HIGHER PERFORMANCE
Marketers can drive conversions by using data to make
strategic decisions that optimize creative assets in
advertising and beyond. As marketing learns and improves,
it can take advantage of the insights derived and apply
them to future creative, messaging, and targeting
decisions. AI drives results by doing this in real time, but
humans can learn from which messaging and artwork the
data identified as best (or worst) performing.
After all, hitting the right person on the right device at the
right time with a suboptimal creative is just as much of a
wasted opportunity as serving an asset to someone who
won’t be influenced by it (yes, even if it was ogled over by
a creative director). Creatives should be tailored to fit the
people who see them.
By running a campaign with a series of different creatives,
patterns begin to develop. People who frequent certain sites
prefer certain attributes in creatives they see. With dynamic
creative, marketers can ensure the right people are seeing
the type of ad that drives the highest conversation.
HOW AI INSIGHTS CAN INFORM
PRODUCT DECISIONS
AI has the uncanny ability to learn what works, and what
doesn’t. This applies not just to marketing, but to the
product itself. By factoring in which elements of design
and messaging audiences respond to best, marketers can
extrapolate which aspects of their products the audiences

an effective programmatic marketing platform requires a
team capable of providing best practices, superb execution,
and strong performance. It must be able to quickly adapt
to changing circumstances—both in-market and within a
customer’s organization.
In many cases, the appropriate level of integration means
changing some of an organization’s processes and systems.
Supporting such significant organizational change calls for
a customer-service team that can offer the necessary long-
term guidance, consultation, and education from both a
technical and business standpoint.
Humans can learn from other humans, too. A digital
marketing partner should know a customer’s business
almost as well as the customer does, and be able to deploy
its technology solutions in real-world situations specific to
a customer’s vertical and business challenges. Having both
the technical and industry knowledge to conceive, build,
and implement unique solutions that address unique issues
provides a whole new layer that enhances the technology.
With insights from our DSP, Rocket Fuel provides complete
tactical transparency by providing an inside look at its
optimization technology at work. Marketers benefit from
having enhanced views into the customer journey which
can help them make informed decisions about the creative
direction of future campaigns.
Rocket Fuel customers find
valuable reporting and clues
that can be applied any time,
anywhere. An intuitive, high-level
dashboard lets them know which
signals our system finds effective
in optimizing media spend across
categories spanning page content,
consumer interests and lifestyles,
geography,timeandday,andmore.
A detailed reporting environment
with highly customizable views
enables users to compare and
contrast data sliced and diced
by 70 distinct dimensions and
metrics, which gives marketers
the ability to leverage this information in creative planning
environments to shape and inform future decisions.
AN ESSENTIAL
DIGITAL MARKETING PARTNER
Rocket Fuel is an essential digital marketing partner for
global brands, their agencies, and publishers that enable
companies to amplify their marketing and transform their
business outcomes. Efficient 1:1 marketing isn’t only about
having the best technology on the market. It’s also about
the collaboration, expert to expert, with a shared vision and
a customer-service team possessing the expertise to help
activate first-party data to deliver excellent ROI.
Digital marketing is transitioning from an obsession with
IOs to a deep focus on strategic partnerships. As such,
ESSENTIAL COMPONENTS
 Core Platform: DMP + DSP
 Methodology: Artificial Intelligence
at the Individual Profile vs. Segment level
 Multi-Channel: Across Paid and Owned
 Personalization: At the individual
vs. audience segment level at scale
 Data Collection: Activated in real time
across the customer journey
 All data types: Offline to Online,
One Common ID
 Professional Services: Expert-to-expert
collaboration and partnership
 Industry Leading: Awards, accolades,
and industry recognition

This deserved level of customer service could mean, for
instance, helping a financial client create special tools
giving crucial transparency into the attributes used to
target investment audiences, which would deliver the
expected level of performance while keeping them in
compliance with the law.
For a telco client, this could mean building targeting models
for “cord cutters,” or prospects with a high propensity to
purchase Internet-only services in conjunction with content
services like Roku, Apple TV, and Netflix. These models can
help marketers personalize their site experiences and inform
chat center agents interacting with prospects on the site.
Agencies and brands have come to view Rocket Fuel as a
trustworthy, high-performing partner with a track record
of executing exceptionally well in reaching specialized
audiences—especially when time is of the essence.
When the IAB surveyed 720 executives at agencies
and advertisers who each spent $1 million+ on digital
advertising in the last year, Rocket Fuel received high
praise. Rocket Fuel is one of only two companies to receive
a 2015 IAB Sales Excellence Award, which recognizes
organizations that excel in customer service, knowledge,
and innovation.
Rocket Fuel is proud to join the ranks of other notable
companies that have won this award, including the New York
Times, AOL, and LinkedIn. We look forward to continuing
our personal relationships with brands and agencies based
on trust and transparency.

CONCLUSION
WHATEVER THE FUTURE HOLDS, ONE
THING IS CLEAR:
The marketers that are best at creating a consistent,
personal, and compelling consumer journey will be the
ones that thrive. Brands and agencies alike should have
a trusted digital marketing partner with the ability to
deliver consistent performance amidst ever-emerging new
consumer trends and unexpected market changes. Even if
20 years from now, the Millers are wearing data-crunching
smart socks while watching videos on their wearable
devices aboard the family space station, the principles of
making meaningful connections with them will not change.
Today, marketers can start to make those connections by
finding a capable partner with the potential to lead them
into marketing’s new age. Already, trusted authorities
such as Gartner and Forrester are identifying the leading
companies and innovators best suited for the data-driven,
channel-agnostic age of marketing.
Whether you’re INDYCAR looking to increase television
ratings by 100%, the UFC trying increase CTR by more
than 120%, or Brooks Running Company attempting to
influence as many runners as possible, through Rocket
Fuel’s Programmatic Marketing Platform, marketers can
help maximize their potential as they create a unique path
to marketing success.
1.27%
CTR100%
Drives
lift
10,457,566
runners
Reaches
CONTACT ROCKET FUEL
TODAY TO FIND OUT HOW
OUR PROGRAMMATIC
MARKETING PLATFORM
AND OUR EXTRAORDINARY
PROFESSIONALS CAN
ESTABLISH A PARTNERSHIP
WITH YOU TODAY
THAT CAN LAST EONS.

AWARDS AND ACCOLADES
IAB SALES AWARD
In 2015, Rocket Fuel was honored to receive the IAB Sales
Award, which recognizes excellence in both sales and
customer service. Rocket Fuel realizes that our commitment
to customer service is backed up with an award-winning
product, and it’s this combination that produces incredible
results—with empirical data to prove it.
THE FORRESTER WAVE™:
DATA MANAGEMENT PLATFORMS,
Q3 2014
When Rocket Fuel acquired [x+1], we also brought aboard their
DMP, an impressive platform that was recognized by Forrester
Research, Inc. as a leading DMP in their Forrester Wave™:
Data Management Platforms, Q3 2013 report.
GARTNER MAGIC QUADRANT FOR
DIGITAL MARKETING HUBS
Gartner recognized Rocket Fuel as a “Visionary” in its Magic
Quadrant for Digital Marketing Hubs for high customer
satisfaction and a laser focus on measurable value. Rocket Fuel
understands marketers’ rapidly evolving needs, and acquired its
platform with contemporary marketing goals in mind.
MEASURING THE TOTAL ECONOMIC
IMPACT OF ROCKET FUEL
Forrester Consulting completed a Total Economic Impact
(TEI) commissioned study (started in Q3, 2012) on behalf of
Rocket Fuel. It found that the three-year impact for campaigns
that incorporate Rocket Fuel into their media mix equated to
229% ROI for agencies and 192% ROI for advertisers.
“Our long-term partnership with
Rocket Fuel continues to grow
more productive. We’re so happy
with their performance, they’re
now helping us grow market
share with a combination of
real-time brand optimization,
[Facebook], and video.”
—Heather Snavely, Senior Director,
Global Brand, Brooks Running Company
“Rocket Fuel delivers a
unique blend of digital media
technology and service backed
by a sophisticated team of
data analysts and a relentless
commitment to the success of
our clients. We have been very
pleased with the performance for
our luxury brand campaigns.”
—Elie Nave, Senior Account Strategist,
Morpheus Media
“The Denver Art Museum needs
advertising partners who can help
us reach ticket buyers efficiently
and effectively. Rocket Fuel is
one of those partners, since its
system ‘learns’ who our best
prospects are and advertises to
them without further direction
from me.”
—Cindy Sewell Hohman, Marketing Manager,
Denver Art Museum

FOOTNOTES
1. Data-driven Insights Are Only Part of the Journey, Study, Q4 2014
http://rocketfuel.com/blog/data-driven-insights-are-only-part-of-the-journey
2. Measuring The Total Economic Impact of Rocket Fuel, Q1 2013
http://rocketfuel.com/blog/read-for-real-roi
3. The Forrester Wave™: Data Management Platforms, Q3 2014
http://rocketfuel.com/blog/forrester-wave-data-management-platform
4. The Forrester Wave™: Demand-Side Platforms, Q4 2011
https://www.forrester.com/The+Forrester+Wave+DemandSide+Platforms+Q4+2011/fulltext/-/E-res59169
5. Long-Tail Websites Boost Ad Efficiency, eMarketer, Article, Q1 2011
http://www.emarketer.com/Article/Long-Tail-Websites-Boost-Ad-Efficiency/1008278
6. The Definitive Guide to Creative Optimization, Study, Q1 2015
http://info.rocketfuel.com/Programmatic-Creative-Guide.html

Rocket Fuel combines the science of Artificial Intelligence
with the scale of Big Data to improve the effectiveness of
programmatic marketing. Customers trust Rocket Fuel’s Marketing
That Learns® to achieve brand and direct-response objectives in
diverse industries across North America, Latin America, Europe,
and APAC. With the acquisition of marketing technology firm
[x+1] in September of 2014, Rocket Fuel now offers a complete
programmatic marketing platform for the world’s most innovative,
always-on marketers. The platform includes data management,
programmatic media-buying, site optimization, and predictive
analytics capabilities that extend across a marketer’s paid and
owned channels, and personalize every customer interaction.
Rocket Fuel 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 rocketfuel.com
or call 1-888-717-8873.
ABOUT ROCKET FUEL

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