Rocket Fuel and Next Audience look after customers together
As a platform for programmatic media buying, Rocket Fuel harnesses the capabilities of artificial intelligence. The company has entered into a strategic partnership with Next Audience, a technology provider for data-driven online marketing. Together, the two companies want to serve online advertising customers from the automotive and telecommunications industries.
In the worldwide cooperation, the Sinner Schrader subsidiary Next Audience carries out the data-driven ad serving and acts as a data management platform (DMP). Next Audience collects, aggregates and links customer-specific data from on-site, newsletter and media usage as well as customer relationship management (CRM) and delivers dynamic advertising material based on specific profile logics.
Media buying via real-time bidding inventory sources
Rocket Fuel is based on the profile logics of Next Audience, enriches it with further data and optimizes the media control on the basis of previously agreed key performance indicators using additional algorithms. Rocket Fuel provides the technical platform that optimizes media buying via real-time bidding inventory sources.
“We are very happy about the partnership and future collaboration with Next Audience. It is in our two senses to bring data-driven programmatic purchasing closer to the German media landscape and we look forward to further joint campaigns, ”explains Oliver Hülse, Managing Director Rocket Fuel Germany. Torsten Ahlers, CEO of Next Audience, adds: “With this global cooperation and our 360-degree data aggregation, advertisers will be able to address significantly more economically relevant reach. Next Audience enables its customers to use their own CRM data for campaign management without having to divulge their data. “
Both companies will be represented this year with a booth at the Dmexco on September 18th and 19th in Cologne.