Programmatic platform Rocket Fuel has announced plans to expand its current inventory and data sources beyond real-time bidding exchanges, beginning with the integration of Facebook's API into its capabilities.
In addition to continuing to enhance its capabilities across social, mobile and video channels, the firm plans to incorporate placement-based capability to address opportunities with app developers and direct publishers.
The company hopes the Facebook API integration will bring clients a wider range of ad unit options, expanding Rocket Fuel's social offering with new support for mobile and video on Facebook. The integration with Facebook will be especially significant for mobile campaigns, given that 1.19bn people now access Facebook via mobile each month.
"Rocket Fuel is expanding beyond RTB and amplifying our inventory options and data sources as part of our corporate vision to be an essential digital marketing partner across the broadest possible array of addressable channels," said Mark Torrance, CTO of Rocket Fuel. "This expansion grants us access to additional inventory from major social and mobile players, as well as key app developers, direct publishers and addressable TV providers.
"For a technology platform built on predictive science and AI, expansive access to new data sources only improves our modelling. The targeting power from these combined sources will enable significant new offerings from our clients to help them drive their business outcomes."