Abhinav Gupta co-founded Rocket Fuel showcases hybrid ad network
By siliconindia | Tuesday, 18 August 2009, 10:27 Hrs
Bangalore: Rocket Fuel co-founded by Abhinav Gupta, has launched its hybrid ad network that combines social, behavioral, contextual, search and many other sources to understand consumer interest and intent. The hybrid network, named Rocket Fuel, claims to reach 40 million people and serve 100 million ads per month. It has already been tested by Microsoft, Dell, Nike and American Express. George John, CEO, Rocket Fuel said that the network relies on detailed information to select the most appropriate ad for each user, in consideration of their past behaviour, location and time of day. "We let the data tell us what works and what is important. Instead of inflicting on customers thousands of targeting options, we figure out which options are working well and move inventory in that way," he said. The company was built by veterans from Yahoo!, DoubleClick, Epiphany and Salesforce.com to offer technology platform to predict consumer response to online marketing. "We value creative collaborators and our projects and products move forward and actually get deployed," said Gupta, Co-Founder and CTO, Rocket Fuel. Founded in 2008, the privately-held company headquartered in Redwood Shores, Rocket Fuel goes beyond audience targeting technologies by combining demographic, lifestyle, purchase intent and social data with its own suite of targeting algorithms, blended analytics and expert analysis to find active customers. Rocket Fuel's technology for its hybrid ad network delivers better ROI for premium brand marketers - whether their objectives are brand-oriented or designed to drive a conversion event. Using its real-time Progressive Optimization technique, Rocket Fuel is able to use automated testing and user-level targeting to adjust campaigns around the clock, boosting campaign performance in hours instead of the weeks or even months it would take to pour through the data manually. According to the company, it is helping buyers better understand what they are buying, who their ideal audience is, and why consumers are engaging with particular ads. "We saw how important it was to let the data tell customers which ad to show," said John, who came from Yahoo along with President Richard Frankel and Gupta. "Rocket Fuel is paving the way for engaging key audiences at the right time, with the right message through the right medium," said Michael Mendenhall, Chief Marketing Officer of HP. "In today's digital world, Rock Fuel optimizes advertising and makes it relevant to every pair of eyes."