Rocket Fuel Awarded Two Patents to Help Leverage First-Party Cookies to More Meaningfully Reach Consumers
15 August 2017 - 4:28PM
Business Wire
Company’s First Two Patents Enable Ad Tech
Providers To Access Blocked Data From Advertisers’ First-Party
Cookies
Rocket Fuel (NASDAQ: FUEL), the leading predictive marketing
platform, today announced that it issued its first two patents,
both designed to address third-party cookie restrictions. These
patents allow advertising technology providers, in partnership with
publishers and advertisers, to identify and analyze consumer
behavior in order to help brands and advertisers reach and engage
with their audiences more effectively.
US Patent No. 9,641,632 -- “Method of Storing a Web User ID in
First-Party Cookies” -- gives ad tech providers a way to address
third-party cookie restrictions that exist within many types of
browsers. With agreement from a publishing partner, ad tech
providers can access hard to reach consumer data and browsing
activity by storing user data in a publisher’s first-party cookies,
after briefly redirecting the browser to the ad tech provider’s
server. Once a publisher stores the consumer data, they can be
redirected back to the provider with no noticeable impact on the
consumer’s browsing experience. In addition, this data can be
reported and cross-referenced with data collected from other
sources to provide more robust historical browsing information.
US Patent No. 9,691,080 -- “First-Party Cookie Attribution” --
also enables an ad tech provider to benefit from the first party
cookies of an advertiser, but with a focus on gaining enhanced
attribution data. The advertiser stores ad-tech-partner-specific
data in their first-party cookie during each user visit to their
website. Later the advertiser shares that data with the ad tech
partner to help them reliably measure attribution; that is, which
ad(s) were shown that influenced the consumer to make a purchase or
take a desired action. With this technology, providers can track a
user’s first visit to a publisher’s website through to conversion
regardless of how many browsing sessions occur in the interim.
“With more and more ad blocking methods popping up within the
industry, ad tech providers find it more challenging to connect
directly with consumers on publisher sites,” said Mark Torrance,
CTO of Rocket Fuel. “It’s because of this that we wanted to find a
way for publishers and technology providers to work more
effectively with current cookie technology so that both advertisers
and consumers can benefit from more strategic and tailored ad
placement.”
“These new patents provide further evidence of Rocket Fuel’s
continued investment in technical innovation and our leadership
position in the predictive marketing space,” said Randy Wootton,
CEO of Rocket Fuel. “It is a great privilege to work with such a
talented team of engineers who wake up every day wanting to solve
the hardest problems facing the modern marketer.”
To learn more about Rocket Fuel’s predictive marketing
solutions, visit www.rocketfuel.com.
About Rocket Fuel
Rocket Fuel is a predictive marketing software company that uses
artificial intelligence to empower agencies and marketers to
anticipate people’s need for products and services.
Headquartered in Redwood City, Calif., Rocket Fuel has more than
20 offices worldwide and trades on the NASDAQ Global Select Market
under the ticker symbol “FUEL.” Rocket Fuel, the Rocket Fuel logo,
Moment Scoring, Advertising That Learns and Marketing That Learns
are trademarks or registered trademarks of Rocket Fuel Inc. in the
United States and other countries.
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version on businesswire.com: http://www.businesswire.com/news/home/20170815005667/en/
Rocket FuelPaige F. MacGregor, 917-848-3584Sr. Manager,
PRpmacgregor@rocketfuelinc.com
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