|
contents | business | |||||||
| Rocket Fuel Set to Shake Up UK Digital Advertising Market Rocket Fuel has announced its expansion into the UK market, the availability of its bespoke real time behavioural profiling technology to UK agencies and brand advertisers, and the appointment of its UK management team to spearhead growth and drive market share. Based at its new European headquarters in London, the company has appointed digital advertising specialist, Dominic Trigg as Vice President and Managing Director for Rocket Fuel UK, following the company's thundering US growth. Dominic joins Rocket Fuel from TradeDoubler, Europe's number one affiliate network, where he was Vice President of International. With a proven track record of success in the advertising arena, he has held a number of senior management roles, including Managing Director for Infospace, Director of Yahoo's Ad Operations in Europe, as well as Advertising Director for MSN UK, Hotmail and Expedia at Microsoft's then fledgling business. Dominic also ran the first online advertising team at British Telecom, after several years in traditional advertising. Rocket Fuel will shake up the UK advertising market by bringing the industry's most intelligent real time ad serving technology platform that combines the best of social, behavioural, contextual, geographical, search and other data sources to understand consumer interest and intent. Based on advanced artificial intelligence and data mining research, Rocket Fuel goes beyond other audience targeting solutions 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. The system interrogates leading data and ad exchanges, seeking out the best live audiences that are right for selected products – in real time. Rocket Fuel then uses feedback and testing algorithms to instantly optimise campaigns, adjusting them to peak efficiency from the very start to the moment they finish. Unlike the ad networks, Rocket Fuel doesn't shoehorn advertisers into pre-determined generic audiences. Instead, Rocket Fuel's automated technology identifies the top performing segments for each individual campaign and directs impressions to boost campaign performance in minutes, as opposed to the weeks or months it would take to pour through data and adjust it manually. write your comments about the article :: © 2011 Computing News :: home page |