Rocket Fuel Inc.

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Rocket Fuel Inc.
Traded as FUEL
Industry Marketing and Advertising
Founded 2008 (2008)
Headquarters Redwood City, CA, US
Number of locations 19 (as of November 2013)
Area served North America, Europe, and Japan
Key people George John, CEO
Richard Frankel, President
Abhinav Gupta, Senior Vice President of Engineering.
Employees 583 (as of November 2013)
Website rocketfuel.com

Rocket Fuel (NASDAQ: FUEL) is a provider of a programmatic media-buying platform that utilizes artificial intelligence (AI), big data, and predictive modeling to autonomously real-time bid (RTB) on digital media ad impressions across web, video, mobile, and social media.[1][2][3][4][5] Rocket Fuel's platform evaluates millions of data points (such as shopping behavior, loyalty data, weather, and demographics) to score and predict the likelihood that consumers surfing the web, tablet, or mobile devices will respond to advertising.[6][7][8][9][10] It then bids on the impressions to reach those consumers.[6][7][8][9][10] To tailor results, the software learns and improves with each transaction by using machine-learning algorithms.[7][8][11]

The company has three founders: George John, Richard Frankel and Abhinav Gupta. John serves as Rocket Fuel’s CEO and Frankel is the company’s president.[3][12][13] Gupta serves as Rocket Fuel’s senior vice president of engineering.[14]

History

Based in Redwood City, California, Rocket Fuel was founded in 2008 by George John, Richard Frankel, and Abhinav Gupta, all Yahoo! alumni.[1][12][15][16]

In October 2012, Rocket Fuel expanded into Japan through an alliance with cyber communications inc. (cci).[17] cci is Tokyo-based Dentsu Inc.’s digital subsidiary.[17]

Rocket Fuel successfully completed its initial public offering in September 2013.[3][13][16]

In September 2012, Rocket Fuel, among other advertising companies, partnered with Facebook’s FBX (Facebook Exchange), bringing users customized ads based on their web surfing habits on other sites.[18]

References

  1. ↑ 1.0 1.1 Sramana Mitra (21 October 2013). "Rocket Fuel's IPO Soars". Seeking Alpha. Retrieved 3 December 2013. 
  2. ↑ Peter Kafka (20 September 2013). "Rocket Fuel’s IPO May Boost Ad Tech". All Things D. Retrieved 3 December 2013. 
  3. ↑ 3.0 3.1 3.2 Michael J. De La Merced; William Alden (20 September 2013). "Rocket Fuel and FireEye More Than Double in Market Debut". New York Times DealBook. Retrieved 3 December 2013. 
  4. ↑ Steve Lohr (8 September 2012). "Tech’s New Wave, Driven by Data". New York Times DealBook. Retrieved 3 December 2013. 
  5. ↑ David Leinweber (28 June 2012). "Bye-Bye, Wall Street: New Flavor Of Big Data May Be More Lucrative For Quants". Forbes. Retrieved 3 December 2013. 
  6. ↑ 6.0 6.1 Raj De Datta (14 December 2012). "Beyond Marketing Clouds — The Age of Machine Learning". All Things D. Retrieved 3 December 2013. 
  7. ↑ 7.0 7.1 7.2 Krystal Peak (11 May 2012). "Rocket Fuel predicts shoppers’ habits in milliseconds". San Francisco Business Times. Retrieved 3 December 2013. 
  8. ↑ 8.0 8.1 8.2 "The Daily Start-Up: Rocket Fuel Blasts Off With $50M for Ad Tech". Wall Street Journal. 29 June 2012. Retrieved 3 December 2013. 
  9. ↑ 9.0 9.1 Rachel Lamb (5 October 2012). "Personalized mobile banner ads: Does less mean more?". Luxury Deluxe. Retrieved 3 December 2013. 
  10. ↑ 10.0 10.1 Vince Bond Jr. (23 December 2012). "Data companies help automakers reduce digital guessing games". Automotive News. Retrieved 3 December 2013. 
  11. ↑ David Leinweber (28 September 2012). "Getting Up Close with Big Data: Part One". Forbes. Retrieved 3 December 2013. 
  12. ↑ 12.0 12.1 "Rocket Fuel: Using AI to Make Digital Ads Better". Bloomberg TV. Retrieved 3 December 2013. 
  13. ↑ 13.0 13.1 Tim Peterson; Alex Kantrowitz (20 September 2013). "Rocket Fuel IPO Soars on First Day of Trading". AdAge. Retrieved 3 December 2013. 
  14. ↑ Sanjeev Sardana (20 November 2013). "Big Data: It's Not A Buzzword, It's A Movement". Forbes. Retrieved 3 December 2013. 
  15. ↑ "America's Most Promising Companies". Forbes. Retrieved 3 December 2013. 
  16. ↑ 16.0 16.1 Avik Das (21 September 2012). "Ad tech provider Rocket Fuel shares nearly double in debut". Reuters. Retrieved 3 December 2013. 
  17. ↑ 17.0 17.1 Adaline Lau (6 November 2012). "Japan Leads Asia in RTB Spending and other Data-Driven Marketing Updates". ClickZ. Retrieved 3 December 2013. 
  18. ↑ Tim Peterson (13 September 2012). "Buyers Bullish on Facebook Exchange 15 ad tech firms on board; most rave about platform's potential". Retrieved 3 December 2013. 

External links

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