Rocket Fuel, a startup claiming to bring honest-to-God rocket science to the online advertising world, has raised $10 million in its second round of funding.
The Redwood Shores, Calif. company says it uses technologies like artificial intelligence, machine learning, and statistics to figure out the best placement for a display ad. It either buys impressions on an ad exchange, or directly from online publishers. A number of ad optimizers look at user behavior, said chief executive George John, but Rocket Fuel looks at behavior, context, geography, demographics, and more. It can also give advertisers immediate feedback on how their ads are performing.