Rocketfuel Claims To Set Standard For Marketing Transparency
Programmatic marketing platform Rocket Fuel claims it has set the standard in marketing transparency for its programmatic marketing platform customers.
The company’s Model Audience Placement Performance (MAPP) transparency program encompasses four key areas: model learnings, audience insights, placement of ads, and performance. This level of transparency provides marketers a clear view into Rocket Fuel’s Moment Scoring technology and the campaign performance it enables.
“Our MAPP offering is comprehensive and can provide our clients far deeper insight into the key success elements of their campaigns than that offered by any other programmatic marketing provider,” said JJ Eastwood, MD Australia and New Zealand, Rocket Fuel. “We are seeking to establish the standard by which all programmatic marketing providers must operate—and we think MAPP does exactly that.”
“Transparency, ad fraud, and ad viewability are three of the most hotly discussed topics in the industry right now,” said Seth Ulinski, senior analyst, Technology Business Research. “Stakeholders in the programmatic segment, both advertisers and publishers, should take action. We are pleased to see Rocket Fuel is being proactive; other stakeholders should take note. Initiatives such as Rocket Fuel’s are essential to growth of the programmatic market.”
Rocket Fuel customers now have access to the following benefits of MAPP, through new reporting features found in Rocket Fuel Insights, dependent on customer type and region:
Model Transparency: Customers will be able to see Moment Scoring work in real time via the forthcoming Model Learnings report that shows, on a daily basis, the number of attributes and features in the campaign model. These are identified by the Rocket Fuel artificial intelligence (AI) to improve campaign performance and, for example, the daily Cost Per Acquisition (CPA). As each campaign runs, users of the report can see how the AI learns the attributes that have an effect on the goal and, as an example, any corresponding drop in CPA.
Audience Transparency: Customers can see how individual target audience behaviours are performing against campaign goals across three important areas: who a campaign is reaching, confidence that ads are being delivered to real people, and consumer profiles across all the devices they use. Rocket Fuel offers two types of audience transparency reports:
- Audience Insights, which provides lift reporting across demographic, behavioural and contextual attributes that can help inform marketing decisions in media that cannot benefit from autonomous programmatic decisioning. Rocket Fuel also offers third-party demographic reporting in partnership with Nielsen and comScore.
- Cross Device, a new suite of reporting in Insights that shows the number of impressions, cross-device conversions, spend and more—across mobile, desktop and tablet in an interactive Venn diagram. The Conversion Matrix demonstrates the benefits of optimising campaigns using Rocket Fuel’s cross-device technology by revealing patterns surrounding the device types on which ads were served and device types where conversions take place.
Placement Transparency. Customers can see where a campaign delivered and what it costs, with a detailed site list and viewability insights.
- A Site List report offers visibility into where ads appeared in a programmatic campaign. Available to DSP clients globally.
- Financial reporting will give DSP customers full access to campaign costs, including media costs, third-party data costs, and Rocket Fuel technology fees.
- A new Viewability report will be available to clients who have stated viewability CPM goals.
- Traffic Scanner reporting provides a measure of impression quality, allowing marketers to know that a given campaign is reaching real people.
Performance Transparency. Customers can see in real time how a given campaign is performing against its goal, as well as detailed insights into conversion.
- Easy-to-read dashboards convey high-level delivery, pacing, and performance against core KPIs. A more detailed reporting view provides the opportunity to customise reports in millions of potential configurations.
Latest News
TV Ratings 29/4/24: Farmer Wants A Wife And Lego Masters Lock Horns In Overnight’s Battle
Who won the battle of the big guns - Lego or Farmer Wants A Wife? One thing's for sure, it wasn't Great Train Journeys.
Nielsen Data Reveals Brands Spending Big To Attract Aussie Tourists
Nielsen Ad Intel data has revealed that the travel and tourism industry spent more than $153 million on advertising in Australia in Q1, 2024 – an increase of 8 per cent from the previous quarter, with TripADeal the biggest spender, followed by Virgin Australia, then the Flight Centre-owned Ignite Travel. As many Australians return from […]
IAS Awarded New Responsible AI Certification From Trustarc
Integral Ad Science tossing up over the mahogany or teak frame after being awarded TRUSTe Responsible AI Certification.
AWARD Calls For Hall Of Fame Nominations
B&T's noms for AWARD Hall of Famer includes Louis The Fly, Chums' talking Scottie dog & Mumbrella's coke dealer.
Havas Red Wins PagerDuty PR Account
Havas Red wins PagerDuty's PR. And judging by B&T having to Google PagerDuty, it could probably do with some help.
ACA Poised To Release Results Of 2023 Create Space Census
The Advertising Council unveils date for its census results. Hey, why not coincide it with an office lamington drive?
Why Fear Is Essential To Fernando Machado’s Creativity
If there's anyone B&T loves to chat to, it's fabled marketer Fernando Machado. Although the 5am time difference sucks.
Superdry Drafts AFL’s Patrick Lipinski For New Campaign
B&T fast regretting that poncho we just bought, as it appears the puffer jacket returns as winter's hottest trend.
Elon Musk vs eSafety: Legal Experts Warn That ‘Rogue Operators’ Like X Are Unlikely To Win Federal Court Battle
If this legal stoush boils down to who can afford the better lawyers, B&T's backing Mr Musk every single time.
Amy Poehler Presents First Look At Inside Out 2 At Vivid Sydney 2024
Vivid isn't about freezing your arse off while looking at lights on a wall, as you'll learn with this Amy Poehler news.
Mutinex Launches DataOS Improving Data Warehousing & Quality For MMM Marketers
Work in marketing? Does your data warehousing resemble a teenager's bedroom? Here's a Marie Kondo-approved read.
IMAA Celebrates Three Years Of Group Trade Credit Insurance Deal
Are you a struggling indie? Thinking of firebombing the building for the insurance money? IMAA has you covered here.
Adam Sandler Seemingly ‘Slams’ Ukraine In Pro-Kremlin Campaign
Host of A-list celebs caught slamming Ukraine's president. Thankfully it does have the Milli Vanillis about it.
New Marketing & Comms Agency For Defence & Aerospace Industry Takes Flight
As painful as this is to say, judging by current world events, the bomb & tank industries must be in rude health.
Opinion: Do Punters Want To Wear Your Brand?
This columnist asks do punters want to wear your brand? B&T'd say yes if you were Nike, no if you were Anusol.
WiredCo Builds Portfolio With Appointment To G.J. Gardner Creative Account
WiredCo 'cements' its relationship with home builder G.J. Gardner. Did you see what B&T cheekily did there?
Keep Left Reveals ‘Strategically Assembled’ Strategy Team
PR agency announces serious upgrade to its strategy offerings. Thankfully stops short of calling them Delta Force.
Initiative’s Michael Chong: What Do Mountaineering, Media & Marketing Have In Common?
Yes, B&T's running an inspiring mountaineering story. And this from people who won't come to work if the lift's broken.
CMOs To Watch: DrinkWise’s Part Time Builder, Part Time Marketer, Nathan Kent
Despite his love of DIY, B&T can't see Drinkwise's Nathan Kent in any "you can get it" VB ads anytime soon.
Mari Kauppinen Pops Up As MD Of ITA Group ANZ
Mari Kauppinen set to bring some zing, some song and some va-va-voom to her new role at ITA Group.
“It Is Getting Better But At A Glacial Speed”: PR Guns On Shaping A More Diverse Media Industry
B&T has a love-hate relationship with PRs. Love if they take us for a boozy lunch. Hate when you send releases as PDFs.
GoTransit Media Group Unveils The Power Of Regional Transit Advertising
Need reminding lots of people live outside the Surry Hills enclave? It's the regionals &, yes, they have almond milk.
Slew Of Promotions For Special Senior Creative Leadership Team
Special announces a slew of promotions in its creative team. And, no, they didn't order Uber Eats to celebrate.
Kantar: AVOD Subscribers Double In 12 Months
Study finds Aussies happy to watch ads on their streaming services. Or, are they just putting the kettle on more often?
Val Morgan Digital Exceeds All Campaign Uplift Benchmarks Via A 12-Month Brand Metrics Study
Val Morgan announces it has exceeded all its campaign benchmarks. Still can't get under an hour for the City To Surf.
Australian Retirement Trust launches monster of a campaign, by M&C Saatchi and Bohemia
Get offered a seat on the bus today? Knees creak like an old pirate's galleon? This retirement ad may be of interest.
Print Audits To Discontinue As Audited Media Association Of Australia Pivots To Support Influencer Marketing
Is it just B&T or are audits in the media industry suddenly becoming murkier than Roxy's husband's tax returns?
News Corp Australia Launches 2024 National Education Advocacy Initiative With Expanded Program
News Corp set to shine a light on the nation's schools in new series, giving illegal bikie gangs a well-earned rest.
Decoding The Consumer Maze: Urban List Report Reveals How Modern Shoppers Spiral From Discovery To Purchase
Latest report unravels a shopper's journey from the joy of discovery through to a nasty letter from a debt collector.
Cosmo Returns To Australia!
Ever get the feeling we've weirdly warped back to 1988 at the moment? Confirm it with the relaunch of Cosmo in print.
People & Culture Consultancy Human Kind Collective Launches To Plug HR Gap For Media Agencies
Does the very mention of HR have you struggling to remember last year's Christmas party? Get the sweats with this news.
‘We Want To Be A Growth Partner, Not Just A Media Buyer Or Someone That Makes Ads’ – Bohemia Boss On Agency’s Ambition
B&T's chatting with Bohemia boss Paul ‘Hutch’ Hutchison. Although we do think 'the dagger' a far superior nickname.
Initiative’s Geoff Clarke: ‘Youth Hits Targets With Enthusiasm, Experience Hits The Targets You Can’t See’
Initiative’s CCO Geoff Clarke on the value of experience in agencies. Not to mention quoting lines from Pulp Fiction.
The Iconic Teams Up With 5 Aussie Athletes For Latest Campaign
Fashion label brings in the athletes for new campaign, many of whom appear to have prepped with re-runs of Zoolander.
Seven West Media Secures New Director Of News & Current Affairs
After a tumultuous few weeks, Seven unveils director of news & current affairs. And B&T never uses tumultuous lightly.
Seven Network Expands NSW Sales Team With Two New Group Business Directors
Seven ramps up its NSW sales team. Both of whom are well versed in pronouncing Manu Feildel's croque-monsieur.