Predictive marketing platform Rocket Fuel has been awarded two patents relating to its software, which ad tech providers can use to identify and analyse consumer behavior, and help brands and advertisers reach and engage with their audiences.
Redwood City, California-based Rocket Fuel uses artificial intelligence to enable agencies and marketers to anticipate people's needs for products and services. Its new patents help clients address third-party cookie restrictions: US Patent No. 9,641,632 - 'Method of Storing a Web User ID in First-Party Cookies' - gives ad tech providers a way to access hard to reach consumer data and browsing activity by storing user data in a publisher's first-party cookies; while US Patent No. 9,691,080 - 'First-Party Cookie Attribution' - enables providers to track a user's first visit to a publisher's web site through to conversion, regardless of how many browsing sessions occur in the interim.
CTO Mark Torrance (pictured) comments: 'With more and more ad blocking methods popping up within the industry, ad tech providers find it more challenging to connect directly with consumers on publisher sites. It's because of this that we wanted to find a way for publishers and technology providers to work more effectively with current cookie technology so that both advertisers and consumers can benefit from more strategic and tailored ad placement'.
Web site: www.rocketfuelinc.com .
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.