• LinkedIn, Wednesday, September 14, 2016 6:44 AM

In a column for LinkedIn, Mark Torrance, CTO at Rocket Fuel, argues that real-time marketing capabilities are already here and that Rocket Fuel "is one of few programmatic platform providers who combine segment data (whether batch or real-time) with other truly real-time signals about behavior and context, to drive tremendous performance gains for marketers." Further, Torrance maintains that Rocket Fuel "has real-time-enabled server-to-server (S2S) integrations with Adobe DMP [data management platform], BlueKai, and Krux, as well as our own DMP (formerly [X+1]). Through any of these DMP partners, we are able to learn about new first-party data and audience segments as frequently as the underlying DMP is able to process and send that data. It’s true this can sometimes be slower than real-time, but when that happens it is due to tech limitations of the DMP or its data acquisition pipeline, not the DSP [demand-side platform]."

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