Founded by online advertising veterans from Doubleclick and Salesforce.com and even rocket scientists from NASA, Rocket Fuel's solutions aim to turn digital media campaigns into self-optimising engines that learn and adapt in real-time.
Driven by an apparently strong demand for its artificial intelligence advertising technology among global brands and agencies, Rocket Fuel already has offices in 15 cities in the US and Europe.
Under the terms of the strategic alliance, cci will run its digital ad management service, PerformanceX Management, on top of Rocket Fuel’s platform, offering full-service brand and direct response campaigns to clients.
cci and Rocker Fuel will also exchange employees for training and knowledge sharing. Both agencies will educate the market on solutions offered and will provide expertise to manage domestic and global campaigns on behalf of Japanese clients.
On the part of cci, the agency selected Rocket Fuel to bring programmatic, intelligent, real-time media buying of exchange inventory to Japanese advertisers. Although, this currently accounts for less than 2 per cent of media buys in Japan, advertisers have expressed strong demand for the technology, said the statment.
"We chose to create a strategic alliance with Rocket Fuel to deliver its artificial intelligence solution for programmatic buying of display, video, mobile, and social media to our over 1,000 agency and publisher customers, said Hideyuki Nagasawa, president and CEO of cci.
Japan was selected by Rocket Fuel because it is one of Asia's most sophisticated advertising economies, commented George John, CEO of Rocket Fuel.
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