Rocket Fuel : Aug 29, 2017 | Rocket Fuel with IBM Watson are Developing New Offerings to Make Brand Marketers More Efficient

By Brad Moore, Senior Manager, Business Strategy

Rocket Fuel has been working with IBM for years. We've been inspired and impressed by how they continue to innovate and evolve to be a leader in technology covering multiple industries. And Watson is truly a triumph and a technology we have wanted to partner with to bring the best AI for advertising together with the best AI for cognitive learning to make solutions together to enable marketers to more effectively reach their brand goals.

Recently, our two teams came together in San Francisco at the IBM Watson Experience Center. Rocket Fuel saw some of the latest developments from IBM Watson including the sentiment analysis done withTED. In this project, Watson uses its understanding of human language to comprehend all of the video content. It then identifies sections that may address your question or talks that contain concepts that you may find interesting based on your own writing and personality. If their sentiment analysis can be applied to the tens of thousands of TED Talks around the world, what could it do for advertising! Our teams were already brainstorming ideas.

It was impressive to bring our engineering teams together to discuss the great work already done with Project Vela and what's possible in the future.

Check out this short video about how our teams are working together now and what the partnership means for future developments as well:

Project Vela is a unique Alpha offering that allows marketers to buy programmatically at the individual page level based on page sentiment. Marketers can also control their association with specific keywords by optimizing media spend automatically based on the positive or negative sentiment impact. It is currently available only to companies that meet certain criteria. To receive an invitation to sign up when more broadly available,click here.

We're proud to be one of the first DSPs integrated with Watson. And we're proud of the continual work we've been doing together. And the good news is, this is just the beginning.