Predictive marketing platform Rocket Fuel continues to bolster its native advertising capabilities in service to its clients’ digital marketing campaigns.
Access to high quality native inventory has gotten a boost through existing partnerships with suppliers including DoubleClick Ad Exchange, Nativo Open, PubNative, Sharethrough, and TripleLift. Those partnerships allow marketers to “increase authentic engagement with target audiences in the moments where they will be most receptive,” according to the firm.
“As agencies and brands strive to anticipate consumer needs and deliver authentic, relevant experiences for consumers, we’ve seen the opportunity for our clients to leverage native as an extension of their existing campaigns,” said John Genna, Vice President of Product Marketing at Rocket Fuel. “At Rocket Fuel, native is simple, scalable, and much more effective at leveraging our predictive marketing platform and the quality inventory of our partners.”
Demand for native — especially for digital advertising — continues to rise. In fact, by 2021, 74 percent of total U.S. display revenue will be native, up nearly 25 percent since 2015, according to BI Intelligence.
The predictive capabilities — the AI connection — is the detail that makes a difference, said Ari Lewine, co-founder and Chief Strategy Officer at TripleList.
“With its integration with the TripleLift Native Exchange, Rocket Fuel’s customers can now access over 30 billion in-feed native ads monthly across hundreds of the world’s best publishers,” said Lewine. “Rocket Fuel’s AI-driven platform can identify the opportune moments to bid on native inventory combined with the superior effectiveness of native ads represents the evolution of programmatic advertising.”
The Rocket Fuel Native offering is an open beta for current clients who seek to add contextually relevant, engaging content to their campaigns.