Rocket Fuel Secures Funds and Expands to UK

Behavioral targeting platform Rocket Fuel has secured $6.6m in Series C funding, which it will use for new product development. The firm has also made its behavioural profiling technology available in the UK through the opening of European headquarters in London.

Rocket Fuel's ad network uses proprietary response prediction and targeting technology to deliver digital ads designed to drive engagement with online customers. The approach combines behavioral, contextual, geographic, demographic and other techniques.

Funds from the latest investment - led by Northgate Captial with participation from existing Rocket Fuel investors - will also be used to drive growth through business development, sales and marketing activities.

The Redwood Shores, California-based firm, which employs more than 90 people in New York, Chicago, Dallas, Detroit, Los Angeles and San Francisco, has also appointed a UK management team led by digital ad specialist, Dominic Trigg (pictured) as Vice President and Managing Director.

Trigg joins from affiliate network TradeDoubler, where he served as VP of International. Prior to this, he held a number of senior management roles, including MD for Infospace, Director of Yahoo!'s Ad Operations in Europe, and Advertising Director for MSN UK, Hotmail and Expedia.

Commenting on the opening of the new office, the firm's President Richard Frankel says: 'We aim to redefine audience targeting in the UK via online, video and mobile advertising with real-time insight into an audience's propensity to respond. Dominic will help us replicate the market traction, commercial momentum and customer results that we've already achieved in the North American market.'

Web site: www.rocketfuel.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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