Using IAS Data, Rocket Fuel & IAS Conduct Study Finding That in Certain Cases up to 70% In-Stream Video Ad Inventory is Misre...
April 06 2017 - 9:00AM
Business Wire
Rocket Fuel Remains the Only Company Currently
Integrated with IAS to Run Video Campaigns on Verified In-Stream
Inventory
Rocket Fuel (NASDAQ: FUEL), a predictive marketing platform,
today announced, in partnership with Integral Ad Science (IAS),
research showing that within a particular set of video impressions,
up to 70% labelled as ‘in-stream’ were actually misrepresented as
in-banner. This research helps brands and agencies make better
decisions regarding video ad inventory placement. Through a deep
integration with Integral Ad Science, Rocket Fuel is now also
equipped to help marketers and agencies address this problem,
bringing more transparency to programmatic video buying by allowing
them to run video campaigns on IAS verified in-stream
inventory.
The study Rocket Fuel conducted looked at more than 47 billion
video impression opportunities that were categorized as in-stream
by an exchange partner or publisher. Rocket Fuel then used IAS data
to determine whether those impressions were actually in-stream or
not. The test was deployed across both desktop and mobile, as well
as private marketplace (PMP) inventory and Open Exchange to show a
complete picture of the drivers of both high and low quality
inventory.
“The industry needs a new video solution for brands,” said Randy
Wootton, CEO of Rocket Fuel. “We are dealing with a highly
non-transparent market where many other video platforms are unable
to accurately distinguish an in-banner from an in-stream
impression.”
Rocket Fuel also found that traditional strategies that
advertisers typically rely on to improve video inventory quality
may not be effective, including large player targeting and PMPs.
Solutions like large player size targeting only brought in-banner
rates down by 4% compared to the average, and PMP showed a higher
than average in-banner rate.
However, it is now possible for marketers and agencies to
protect themselves from misrepresented in-banner. Using the same
types of methods the industry has typically relied on to address
similar quality issues like viewability and fraud, IAS powers
capabilities that allow Rocket Fuel to provide clients with:
- Independent 3rd party
verification, to hold partners accountable.
- Predictive targeting to limit
mislabeled in-banner.
- AI-based fraud detection because
fraud evolves and machine learning is one of the most efficient
ways to identify suspicious impressions before bidding on
them.
“This is why we partnered with IAS - to bring more transparency
to programmatic video buying and to develop a solution that would
allow advertisers to reduce the amount of in-banner video they buy
against their will,” continued Wootton. “It’s through partnerships
and efforts like these that we’ll continue to see turn around in
the industry.”
Backbone Media, an online marketing firm, has been relying on
Rocket Fuel for verified placement to deliver quality inventory for
its client, the Breckenridge Tourism Office, and has seen strong
results on in-stream placements.
“When you’re building a campaign that’s strictly about
awareness, it’s hard to point to metrics that can prove whether or
not it was a success,” said Morgan Cole, Media Planner at Backbone
Media. “With Rocket Fuel, we’re finding that we’re getting real
people who are going to interact with Breckenridge and it’s not
just inventory lost on users that show little or no interest. A lot
of times the programmatic world gets misrepresented by traffic that
looks like bots and that’s one thing that Rocket Fuel has
addressed. We’ve worked hard with Breckenridge to show that we’re
buying the inventory they want and showing their ads to the people
we want to see them, and these added layers of protection prove
that.”
Rocket Fuel’s verified placement quality solution, powered by
IAS, is deployed across Open Exchange, PMP, desktop and mobile, and
is compatible with all the most common targeting and optimization
tactics that Rocket Fuel typically offers to brand buyers.
About Rocket Fuel
Rocket Fuel is a predictive marketing software company that uses
artificial intelligence to empower agencies and marketers to
anticipate people’s need for products and services.
Headquartered in Redwood City, Calif., Rocket Fuel 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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version on businesswire.com: http://www.businesswire.com/news/home/20170406005228/en/
Bite Communications for Rocket FuelBethany Mullinix,
415-817-9990Rocket_Fuel@biteglobal.com
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