Rocket Fuel announced today that its programmatic marketing platform would henceforth be premised on a people-based standard that seeks to get messages to the right devices and, especially, to the right people.
“We went into this asking, ‘How do we tie two devices together and be confident they’re owned by the same individual?’ The average online person has seven different IDs, be they cookies, devices, or app IDs, and new ones like smart watches and addressable TV keep coming online,” says Ian Dailey, senior product manager for mobile marketing and direct response at Rocket Fuel.
The new system employs Rocket Fuel’s “moment scoring” technology, together with unified profiles and cross-device optimization. The company collects data from some two billion devices across the globe and uses machine learning and probability theory to make predictions about who’s on a device and what message will elicit a response.
“Probabilistic data sets draw out characteristics of behavior that makes us correct 90% of the time in finding the individuals most likely to convert,” Dailey says. “This is not about targeting individuals so much as it is making the right decisions.” An example would be using the platform to identify a person in the market for a new car, and knowing that he likes to check out cars on his mobile phone at lunchtime.
Dailey says that the people-based platform is a self-service DSP that can be used by marketers at nearly any level of digital functionality to increase the efficiency of their marketing spends. Rocket Fuel claims that beta testers improved direct response performance by more than 30% and consumer reach on brand campaigns in excess of 50%.
“This puts the power in the hands of the marketers. They can turn it on or turn it off as they see fit,” Dailey says.
