Rocket Fuel announced success it has seen using intender data from consumer intent data exchange companies such as Blue Kai with results showing a "lowering cost per action and engagement metrics by an average of 43.75% versus other targeting methods." Read the release.
Rocket Fuel President Richard Frankel discussed the findings and their implications.
AdExchanger.com: How does Rocket Fuel achieve scale with intent data?
RF: Rocket Fuel achieves scale in two ways. First, we aggregate data from
many third parties. Second, we use modeling techniques to project the
data we have onto large and scalable audiences.