Rocket Fuel and Eyeota Announce Global Partnership

Tim Maytom

rocketfuel-e1441198708988Local audience data specialist Eyeota and programmatic marketing platform Rocket Fuel have unveiled a new global partnership which will see Eyeota's data segments made available on Rocket Fuel's platform for advertisers worldwide to use in targeting audiences.

Rocket Fuel offers brands, agencies and platform partners both managed services and a software-as-a-service data management platform and demand side platform, enabling users to optimise performance, awareness and lift across a variety of channels and devices.

Using artificial intelligence, Rocket Fuel's technology performs real-time calculations, determining the worth of each ad opportunity on a massive scale based on the likelihood a consumer will engage in the marketer's desired action.

"Rocket Fuel is one of the leading programmatic marketing platforms and introducing Eyeota's data segments will empower advertisers and media buyers to purchase high quality data to target their online ads effectively," said Kevin Tan, CEO of Eyeota. "We are excited to work with Rocket Fuel to offer audience data with scale and reach, so advertisers can understand their target audiences in a new way – as humans."

"We are really excited about our new partnership with Eyeota," said David Nelson, vice president of product and operations for EMEA at Rocket Fuel. "More and more marketers are focusing on programmatic marketing for their brand campaigns.

"Enhancing our moment scoring by the addition of further qualified data enables Rocket Fuel to better meet our clients' needs, which is why Eyeota is intrinsically linked to our strategy."