Rocket Fuel Announces First-to-Market Partnership With IAS, Bringing Increased Transparency & Inventory Quality to Video Ad P...
08 September 2016 - 10:00PM
Business Wire
Rocket Fuel’s Moment Scoring technology
combined with IAS’ Enhanced Video Quality Metrics measures quality
pre-roll video ad placement, driving brand awareness and campaign
ROI
Rocket Fuel (NASDAQ: FUEL), a leading Programmatic Marketing
Platform provider, today announced it will be the first DSP to
offer IAS Enhanced Video Quality Metrics as part of an integrated
solution for brand advertisers. With this industry-leading
partnership, Rocket Fuel and IAS are able to provide marketers with
an unprecedented level of transparency and quality protection
across video ads purchased programmatically.
According to eMarketer, US programmatic digital video ad spend
will account for more than $7 billion USD, or 65 percent, of total
US digital video ad spend by 2017. While this market represents a
great opportunity for advertisers, not all video ad impressions are
created equal. In-stream (pre-roll) video ads deliver a more
engaging, impactful user experience when compared to in-banner ads,
but unfortunately, a significant portion of video ad inventory
that’s available on the open exchange appears in-banner, without
content following the ad. Rocket Fuel’s partnership with IAS
removes the guesswork behind identifying quality video ad
inventory, making it easier for marketers to know whether they’re
running video ads in-stream or in-banner, directly impacting brand
awareness and campaign ROI.
“Our Enhanced Video Quality Metrics provide Rocket Fuel with
data that goes beyond what’s available at the exchange-level by
going directly to the site to verify whether the video inventory on
that page appears in-stream or in-banner,” said Kevin Lenane, GM of
Video at IAS. “This level of verification reduces ad placement
fraud and gives marketers access to the quality inventory they
deserve to run engaging, impactful campaigns.”
“While fraud and non-human traffic in the digital space
continues to get more sophisticated, media buyers’ responsibilities
grow,” said Megan Davey, associate channel director at VML, a
global marketing agency who has worked with Rocket Fuel since 2010.
“Through Rocket Fuel’s partnership with IAS, the added layers of
partners and costs are removed, allowing us to leverage the
benefits of programmatic scale and targeting without a lot of the
risks and roadblocks. Now our clients can rest assured they are
receiving relevant, targeted brand experiences through verified
pre-roll ads, allowing us to focus on telling the engaging video
stories that are most important to our clients.”
“Agencies and their clients want to know their brand video spend
is reaching receptive audiences at the right time, in high-quality,
viewable pre-roll inventory,” said Simon Hayhurst, SVP of product
and business development at Rocket Fuel. “With our IAS partnership,
we are the first to have an integrated solution that enhances ad
placement. Improved ad placement, combined with our Moment Scoring
technology, predicts the brand potential of every moment and
enables transparent brand campaigns that are not just delivered,
but optimized, to increase brand engagement and awareness."
This solution is the first of its kind and will be available for
Rocket Fuel managed service customers early next month.
About Rocket Fuel
Rocket Fuel applies artificial intelligence and big data to
predict the potential of every moment and make marketing more
meaningful and accountable. Headquartered in Redwood City,
California, the company has more than 20 offices worldwide and
trades on the NASDAQ Global Select Market under the ticker symbol
“FUEL.” Rocket Fuel, the Rocket Fuel logo, Moment Scoring,
Advertising That Learns and Marketing That Learns are trademarks or
registered trademarks of Rocket Fuel Inc. in the United States and
other countries.
About IAS
Integral Ad Science (IAS) is a global technology and data
company that builds verification, optimization, and analytics
solutions to empower the advertising industry to effectively
influence consumers everywhere, on every device. We solve the most
pressing problems for brands, agencies, publishers, and technology
companies by verifying that every impression has the opportunity to
be effective, optimizing towards opportunities to consistently
improve results, and analyzing digital’s impact on consumer
actions. Built on data science and engineering, IAS is
headquartered in New York with global operations in ten countries.
Our growth and innovation have been recognized in Inc. 500, Crain’s
Fast 50, Forbes America’s Most Promising Companies, and I-COM’s
Smart Data Marketing Technology Company. Learn more at
www.integralads.com.
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Rocket FuelKristin Holloway, 650-481-6178pr@rocketfuel.com
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