DeviceAtlas Device Detection Powers Rocket Fuel’s Programmatic Ad Delivery

DeviceAtlas announced today that it provides device detection capabilities to Rocket Fuel, a leading programmatic marketing platform provider which leverages artificial intelligence and big data for real-time advertising.

Rocket Fuel evaluates more than 85 billion bid requests per day which originate from every type of device and OS capable of viewing ad-supported media. DeviceAtlas’ device identification capability makes it possible for Rocket Fuel to fully understand the characteristics of all devices generating ad requests. This insight is used for campaign reporting, targeting and optimization at device level. Consequently, Rocket Fuel’s customers can go beyond traditional profiles, segments and demographics, by targeting the users of carefully selected devices at the correct moment.

According to Rajaraman Periasamy, Principal Product Manager at Rocket Fuel, “In all scenarios, we want to know the context of the user in as much detail as possible. All bid requests we receive include User-Agent strings, which we can fully understand thanks to DeviceAtlas. With the large number of devices and programmatic channels available today, we realize that our customers require narrow targeting, and DeviceAtlas makes this possible in conjunction with our Moment Scoring technology.”

When looking for a device detection provider, it was particularly important for Rocket Fuel that the accuracy of device targeting be extremely high. High accuracy device targeting helps improve Rocket Fuel’s reliability for its advertiser customers.

“We are delighted that Rocket Fuel selected DeviceAtlas as a device detection provider. It is an exciting opportunity for us to expand in the rapidly growing programmatic advertising industry, for which accurate and high-speed device detection is of the utmost importance,” said Martin Clancy, Head of Marketing at Afilias Technologies.

A case study is available here.