It was a typical foggy morning in the San Francisco Bay Area in February 2016 as the low clouds that had been pushed in by the sea
breeze the previous night were slowly starting to burn off. Tensions were running high in Rocket Fuel's Redwood City headquarters
as Clara Demidenko, a technical account manager, and her team were putting the final touches on a presentation for an all-
important client meeting. The client's representatives from TaskaBella Inc., a manufacturer of women's luxury accessories, were
already late as their morning flight into nearby SFO was delayed due to the low visibility at the airport. The extra two hours came in
handy for Demidenko to go over the presentation with her team one last time. Their objective was to convince TaskaBella that the
pilot advertising campaign that Rocket Fuel had recently completed was effective and to present strong evidence that the return
on investment (ROI) was positive. The stakes were high as TaskaBella was in the process of reallocating a significant portion of its
advertising budget spent on handbags and related accessories and was concluding a series of pilot studies to decide how to move
forward
Rocket Fuel Inc. (NASDAQ: FUEL) was founded in March 2008 with a vision of transforming the digital advertising industry through
big data and artificial intelligence. At a time when real-time bidding (RTB) and ad exchanges were still nascent, Rocket Fuel quickly
grew into the industry leader by bringing the precision and conclusiveness of science to the world of marketing to drive higher ROI.
By 2016. Rocket Fuel has grown into a business with nearly half a billion dollars in annual revenue. Rocket Fuel's full Programmatic
Marketing Platform is designed to leverage artificial intelligence (AI) to determine what marketing actions to take with a particular
person in a particular moment of time. Using Machine Learning (ML) techniques the platform continuously updates the features of
its underlying model to improve campaign effectiveness in real time.
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