Let's build a solution that puts safety first
Nothing gets bad attention like inappropriate content. Rocket Fuel goes beyond what industry guidelines prescribe, building additional levels of safety and security right into our platform and processes. So you get multiple levels of defense that ensure your ads are always in good company.
Supply Partners We Trust
Here's what our supply partners have to say about working with Rocket Fuel:
Adam Roodman, Director, Microsoft Advertising Exchange
“Microsoft supports Rocket Fuel’s inventory-quality initiatives because they are good not only for business, but for the end-customer. We invest heavily in technology and processes to ensure that the Microsoft Advertising Exchange contains brand-safe inventory. Because Rocket Fuel differentiates its buying behavior according to inventory quality, it provides an additional level of service and value to its customers.”
John Battelle, CEO, Federated Media (Lijit)
"Federated Media is dedicated to inventory quality and brand safety. From the onboarding of a publisher to the consistent monitoring of suspicious increases in volume, conversions, or other red flags, we take every step possible to ensure our inventory pool stays clean. We value our partnership with Rocket Fuel because like us, they take brand safety seriously and have implemented some of the most strict standards we've seen among buyers."
Dan Mosher, General Manager, BrightRoll Exchange (BRX)
"BrightRoll prides itself on being a fully transparent video ad platform and we continue to protect brands with ongoing investments in technology, third-party solutions and a dedicated inventory assurance team. Rocket Fuel demonstrates the same high standards and we enjoy working with the team because of their dedication and determination to deliver ads to quality inventory and ensure ads reach intended audiences."
John Murphy, Senior Director, Marketplace Quality, OpenX
"The quality of the inventory in OpenX Market is of vital importance to OpenX. We believe that it is the responsibility of the market operator to ensure inventory quality and we take this responsibility seriously. As a market leader in taking the requisite steps to meet the demands of premium buyers for high quality inventory, we applaud Rocket Fuel for setting its own high standards to preserve inventory quality."
Andrew Casale, Vice President of Strategy, Casale Media
"Casale Media takes pride in the industry changing practices and policies, technology, and effort we put into keeping our exchange, Index, clean. We have a zero-tolerance policy for any misrepresentation, fraud, malware, or unsavory inventory. We’ve built proprietary technology to block inventory from making its way into our exchange, while also calling out unethical players that make it harder for the rest of the industry to stay clean. We truly value working with Rocket Fuel as a partner, because they uphold identical guidelines on what they find acceptable in the industry. They truly set a new bar for buyers and the requirements they demand from their exchanges."
Jay Sears, Senior Vice President of Demand, Rubicon Project
"At Rubicon Project, we take pride in the myriad of top comScore publishers from across the globe that utilize our platform to automate the buying and selling of advertising. We have advanced technology and human checkpoints to help assure a clean, well-lit environment for both buyers and sellers. Rocket Fuel truly differentiates itself in the market with bidding behavior that results in the purchase of high quality inventory on behalf of advertisers. We hope other buyers will follow Rocket Fuel's lead and bring a new level of quality to the market for their advertisers."
Real-time Brand-safety Shield
Rocket Fuel recognizes that the variety of available brand-protection solutions have different strengths, methods of categorizing content, and securing brand safety. None of them are perfect.
Protecting our clients’ brands is of the utmost importance to us, so we take a radical, multi-layered approach to ensure that our clients are always protected.
Rocket Fuel takes a proactive approach, with three layers of defense that block bad sites and pages before a single ad is ever served on them. By building additional levels of safety and security right into our platform and processes, we ensure our technology delivers both ROI and peace of mind for brands.
Site Exclusions Block Unsafe Sites Forever
When sites are identified as unsafe, Rocket Fuel bans them from the network at the domain level. This prevents our system from ever bidding on impressions that contain a known unsafe domain on behalf of our advertisers.
A Real-time Approach to Real-world Issues
We have multiple controls in place to block undesirable content in real time, using a combination of third-party and proprietary technology. Our foundational solutions and technology continually identify sites that are unsafe. Our real-time keyword filtering blocks any site or page with potentially offending content before we bid on it.
Manual Validation Puts Experts in the Loop
At Rocket Fuel, we believe it is critical to combine both human and machine review. Our team double-checks third-party verification results creating a comprehensive keyword exclusion, content-category filters, and network-level site filters.
The AdSafe brand-safety and verification service provides domain-level analysis, page-level analysis, semantic analysis, and image analysis. Sites are given separate scores for a range of categories. AdSafe results are fed back into our system, and they're included in our Real-Time Brand-Safety Shield.
We are working with DoubleVerify, Peer39, Proximic, and Adxpose to create customized Rocket Fuel-specific category filtering, tags, and a verification profile. Sensitive categories of content where advertisers do not want their ads to serve are filtered out. The system also verifies and excludes pages with a high percentage of ad clutter. We are always happy to work with any provider our clients desire.
Proprietary Ad Server Keeps Us in Control and Agile
We have a complete ad-serving platform behind the exchanges, enabling us to add layers of defense beyond what the exchanges can offer. It also quickly implements new technology.
Dedicated In-house Brand-assurance Team
We have a dedicated brand-assurance officer whose sole focus is on monitoring all of the above processes and systems, making decisions on policy, offering guidance to clients, and continuously analyzing and improving Rocket Fuel’s Brand-safety Shield.