George John, CEOAn automated process that analyzes immense quantities of data to deliver the right online ad to the right individual at the right time was still just a marketing pipedream in 2008. That’s when Richard Frankel, Abhinav Gupta, and George John decided to make it a reality by developing an automated programmatic platform powered by artificial intelligence (AI). They named their new company Rocket Fuel, and today it’s changing the way people interact with online ads.
Headquartered in Redwood City, CA, Rocket Fuel delivers a programmatic media-buying platform at Big Data scale that harnesses the power of machine learning to improve marketing return on investment (ROI) in digital media across display, mobile, video, and social channels.
Rocket Fuel’s Advertising That Learns® platform mines insights from more than 300 advertising supply partners and across 86.7 million websites to purchase 28.4 billion impressions per day, each optimizing the unique marketing goals of customers.
“At Rocket Fuel, rather than focusing on data analysis by humans, we have built scalable tools to perform analysis and make decisions autonomously, setting us apart from our competitors,” says George John, CEO, Rocket Fuel.
Rocket Fuel’s new, next-generation Mobile Advertising Suite aims at providing customers with the same measurable results it delivers through other channel s—something once thought impossible for mobile. It has already produced significant ROI for more than 200 leading advertisers worldwide, helping boost leads generated, revenue delivered, and, for app developers, highfrequency users of their apps.
The suite programmatically places ads across 16 complementary mobile RTB suppliers, adding a new element to Rocket Fuel’s cross-channel efficiency. Mobile, display, video, and social channels work in symphony, each learning from the others to optimize results.
Rather than focusing on data analysis by humans, we have built scalable tools to perform analysis and make decisions autonomously
The proof is in the pudding—or at least the pretzel-wrapped hotdog. Auntie Anne’s used Rocket Fuel’s mobile platform to boost coupon downloads 368 percent for its new “Mini Pretzel Dog” with nearby shoppers and travelers—hungry folks just looking for an excuse to convert.
“This was the first time Auntie Anne’s used mobile geofencing technology, and it worked extremely well, said Mullen Communications Planner Robert Shanahan. (It) let us serve coupons to consumers in a tight radius of store locations.” Aircraft engine manufacturer CFM exploited the versatility of mobile using the same Rocket Fuel technology. They geogated the Paris Air Show to reach qualified audience for their new CFM LEAP engine via topic targeting. Before the show, they chose “CFM” and “GE Aviation” as content categories, then switched to Financial and Local News, Weather, and Events afterwards. The result was a click-through rate 75 percent higher than industry average, and a way to simultaneously reach a highly specialized audience in real time.
Steered by a team of highly skilled engineers and computer scientists with deep expertise across a broad range of relevant disciplines, Rocket Fuel is set to continue as the best media partner for its clients. Made apparent by its recent successful initial public offering, the company is experiencing vigorous growth. In the past year, it added 330 new employees across 20 offices worldwide.
“Moving forward, we want to continue to disrupt the digitaladvertising market and pursue innovation. Our growth dynamics give us a lot of confidence in our business, and we are looking forward to where we’ll go in the future,” says John