Rocket Fuel Upgrades Brand Booster Targeting Solution

In the US, real-time targeting firm Rocket Fuel has launched version 2.0 of its Brand Booster suite of survey-based optimization solutions, to deliver metrics across display, video, mobile and social advertising campaigns.

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 behavioural, contextual, geographic, demographic and other techniques.

Earlier this year, Rocket Fuel secured $6.6m in Series C funding, which it is using for new product development.

The upgraded Brand Booster solution is built on the Rocket Fuel Real-Time Targeting Platform, which combines ad targeting techniques with brand impact data. It uses in-banner surveys to focus on the key characteristics of an audience, and then automatically adapts a campaign to target those people most likely to engage with a client's brand.

In addition, the solution integrates with Nielsen's NetEffect to enable advertisers to measure the impact of their online campaigns on offline purchase for products tracked within Nielsen's Homescan Consumer Panel.

Rocket Fuel has also added more than 3,000 new data points across user attributes including demographics, psychographics, past purchases, lifestyles and interests, to enable clients to obtain detailed insight about the individuals who respond to their campaigns.

Richard Frankel, President of Rocket Fuel states: 'Brand advertisers want to use online advertising to drive offline sales, but the majority of media targeting and optimization tools are concerned solely with online clicks and conversions. With this next generation of our brand platform we are enabling brands to reach the right customers at the right time and across all digital channels to favorably affect brand sentiment.'

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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