(by Richard Frankel) Much is made of the advertising-technology industry. We hear it’s complicated, it’s not adding as much value as it’s taking and that inventory isn’t very good. (A recent Digiday piece with the views of an anonymous advertising-technology executive included all these things.) The problem is they’re... read more»
(by Krystal Peak) Rocket Fuel set out to make marketing easier and more effective for brands that need to use their ad dollars wisely and move at rocket speed to capture customers and generate sales. Now the Redwood City-based company is taking off,... read more»
(by Eric Porres) It’s almost that time of year again – time for television upfronts. As viewers continue to shift more of their time to Web and mobile, the TV ad-buying season gets a bit more complicated. Media buyers know how challenging it can be to accurately allocate budget to TV vs. online video and other emerging... read more»
(by Anthony Ha) Startup Rocket Fuel claims to apply “rocket science” to ad campaigns, and it sounds like that science is turning into real revenue. The company says it made $44.5 million in revenue last year, compared to $16.6 million in 2010 and... read more»
(by Jarvis Mak) "You can't manage what you don't measure," is an old management adage. However, by the same token, just because you can measure something, does not mean you should manage by it. I authored a previous iMedia article about why clicks are the wrong metric. In that article, I alluded to the view-through... read more»
(by Jarvis Mak) In the real world, someone might see an ad on Google search, Facebook, an affiliate site, as a display ad, and in an email. And yet sole credit is given to the last ad medium the person saw before clicking and buying. It's difficult to measure the impact of multiple touch points before a person converts -- a... read more»
(by Brian Womack) Rocket Fuel Inc., an online advertising company, may join what’s becoming a long parade of technology companies. If market conditions allow, Rocket Fuel is aiming for an initial public offering in 2012 as the company expands its... read more»
(by Brett Nelson) These privately held up-and-comers have compelling business models, strong management teams, marquee customers, strategic partners and precious investment capital. How, then, to find hidden gems with scintillating prospects? To... read more»
New Technology Allows Marketers to Target Buyers Down to the Prospect's Tiniest Attributes: When the online display industry got started over a decade ago, advertisers were focused on buying "eyeballs." You tried to reach as many as possible for... read more»
“Change is good.” So goes the tagline of arguably the first viral commercial – a Doritos ad featuring recently defeated governors Ann Richards of Texas and Mario Cuomo of New York talking about “change” as they munched Doritos from the newly changed and re-branded packaging. Change has come to the $30 billion digital... read more»