Rocket Fuel improves self-serve platform
Rocket Fuel is focusing on its self-serve platform, which will combine its native and Dynamic Creative capabilities. The platform uses SmartGrid technology that permits ad creation in up to 36 different sizes and formats. It is also powered by Rocket Fuel's artificial intelligence, which is capable of selecting the most appropriate layouts and details for each advertisement.

Predictive marketing platform provider Rocket Fuel has announced new self-service offerings, including Dynamic Creative and improved native capabilities that seamlessly integrate into Dynamic Creative.

As one of the first omnichannel DSPs to offer self-service Dynamic Creative, these combined solutions allow brand marketers to build, customise, and traffic dynamic creative campaigns within the Rocket Fuel DSP to drive competitive performance and extend overall campaign reach.

Rocket Fuel’s Dynamic Creative for self-service combines SmartGrid technology, allowing for flexible and automatic ad creation of 36 ad sizes and formats. Powered by Rocket Fuel’s artificial intelligence, this technology dynamically selects the layout and products most appropriate for each advertising moment.

Using this technology, brands can create targeted advertisements that are tailored in real time based on prospective consumers’ internet browsing habits. Combined with Rocket Fuel’s native capabilities, this inventory and reach is extended even further.

Rocket Fuel CEO Randy Wootton said: “At Rocket Fuel, it is important for us to ensure that advertisers can create and manage personalised creative for every device and moment to reach their target audiences effectively. It allows them to connect with consumers in a way that feels more authentic and tailored to the moment.

“The ability to run dynamic creative in a self-service context, especially coupled with Native capabilities, is a major differentiator to our DSP.”

Rocket Fuel’s Dynamic Creative solution is currently available to both managed and self-service customers.