Rocket Fuel latest programmatic ad tech vendor to come to Australia

Digital advertising technology vendor confirms appointment of former eBay advertising chief, JJ Eastwood, as new local leader as it highlights Australia's growing RTB market

Yet another programmatic advertising vendor is bringing its technology smarts to Australia as demand for real-time and automated digital advertising solutions continues.

Rocket Fuel, a US-based and publicly listed company founded in 2008, confirmed its intention to expand into the Asia-Pacific region with a new office in Sydney this week. The company provides a programmatic media buying platform based on artificial intelligence (AI) and big data that can be used across digital display, video, mobile and social channels.

The local office will include full local support and focus on delivering managed and self-service programmatic solutions. It will be headed by former eBay head of advertising in A/NZ, JJ Eastwood. A company spokesperson told CMO it has also appointed a group sales director, group sales manager and senior account director.

“Programmatic has grown exponentially in Australia in the last 12 months, so we’re looking forward to building upon this momentum and providing full support for clients in the region,” Eastwood said in a statement.

Target customers include media agencies, large direct clients and brands wishing to bring their programmatic initiatives in-house, the spokesperson said.

Rocket Fuel chairman and CEO, George John, said Eastwood’s role in implementing a fully programmatic advertising sales strategy at eBay in partnership with Google and Mi9, along with his technology credentials, made him a good candidate for expanding Rocket Fuel’s presence in the region.

Rocket Fuel continues to chalk up strong growth, reporting revenue of $92.6m for the second quarter of 2014 to 30 June, up 70 per cent year-on-year. Gross profit also increased by 80 per cent to $45.7m, although the company did report a net loss of $9.8m over the same period.

The company claims to have more than 500 brands using its technology including Birds Eye, Sixt, Lufthansa, Toshiba, Bridgestone and Brooks Running Company. Its competitors include display advertising players such as doubleclick, Brandscreen and Neustar, along with data management platforms (DMPs).

Last month, Rocket Fuel acquired DMP vendor, [X+1], for US$230 million. At the time, John said the purchase will give Rocket Fuel the ability to expand its portfolio of solutions to a larger market and offer better marketing ROI to customers through utilising their own, as well as third-party data. [X+1]’s competitors include BlueKai (now owned by Oracle), Turn and MediaMath.

Related: Programmatic advertising: Digital marketing’s saviour or real-time headache?

“The powerful combination of [X+1]’s marketing and data management platform with our leading artificial intelligence and big data drive optimisation technology opens the door for new, innovative opportunities to improve marketing ROI for our customers,” he stated. “We are strengthening our competitive position while significantly increasing our total addressable market and ability to deliver SaaS-based multi-channel solutions to advertising agencies and enterprise customers.”

According to IDC, Australian spending on real-time bidding (RTB) was $74m in 2013, representing 9 per cent of total display ad sales. This was an increase of 105 per cent on 2012. Total RTB expenditure is expected to rise to $278m by 2017.

In the latest media statement, digital director at media agency Media Circus, Sophie Paulin, said it had run its first campaign out of Australia with Rocket Fuel already after the success of similar programs run by its London-based partners.

"As supply-side vendors have expanded within the market in recent years, the opening of Rocket Fuel's Sydney office will provide us with an excellent opportunity to buy this inventory at scale," she stated.

More on programmatic advertising

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Is customer segmentation dead?

Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.

Richard Taylor

Senior digital strategist, Spinach

How people buy brands

Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.

Kyle Ross

Strategist, TRP

Is artificial intelligence riddled with bias?

The purpose of Artificial Intelligence (AI) has always been to replace the menial and repetitive tasks we do each day in every sector, so that we can concentrate on doing what we do best. Saving time and money has certainly been a decent outcome as AI infiltrates the business landscape, however, now we are starting to see problems that cause major issues in practice.

Katja Forbes

Founder and chief, sfyte

This is so cool & Innovative . A Milestone will be created by this.

Digital Marketing Courses

AANA, IAB and MFA chiefs detail first cross-industry digital advertising practices

Read more

“2019 will be the year brands leverage their social capital with consumers to help drive sales, answer questions, and act on the brand’s ...

Engenius

Predictions: 9 digital marketing trends for 2019

Read more

At the deeper levels of artificial intelligence, computing machines make all kinds of correlations among whatever data is available to th...

Fraction Tech

Is artificial intelligence riddled with bias? - Customer Design - CMO Australia

Read more

https://myiplookup.com/ - find your ip address and location information in our main page. Also there are many ip tools you can use : IP L...

savefrom

iSelect outlines new approach to arrest ineffective marketing as its reports full-year results

Read more

https://myiplookup.com/ - this website will allow you to View Alexa Ranking and graph Check http headers of a website, tool to compare te...

savefrom

The Star's first CMO creates all-new marketing team

Read more

Latest Podcast

More podcasts

Sign in