Let's build a solution that puts safety first

The digital advertising ecosystem can be a scary, confusing place full of dangerous traps and pitfalls for brands. The rapid growth of the industry has given rise to a gang of bots, con artists, and hired guns that use several cunning tactics to defraud advertisers for their own financial gain.

Joining forces with our security partners, Rocket Fuel combats fraudulent practices and makes sure the “bad actors” always leave empty handed. Using the same powerful technology that optimizes our clients’ campaigns, Rocket Fuel is able to identify and eliminate all threats before serving a single ad.

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Supply Partners We Trust

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.”

John Battelle, CEO, Federated Media (Lijit)
"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)
"Rocket Fuel demonstrates the same high standards that we do, and we enjoy working with the team because of its dedication and determination to deliver ads to quality inventory and ensure ads reach intended audiences."

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 Peer39 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. Peer39 results are fed back into our system, and they're included in our Real-Time Brand-Safety Shield.

We work with DoubleVerify, Peer39, comScore, and Integral Ad Science 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.

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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.