• by Tyler Loechner  @mp_tyler, June 8, 2015

It’s been nearly one year since Rocket Fuel acquired fellow ad tech firm [x+1], but some of the integrations are still taking form.

Rocket Fuel on Monday announced that it has coupled [x+1]’s private marketplace technology, which centered around a data management platform (DMP), with its own AI-driven buying technology. The result is a platform specialized for advertisers that use private marketplaces, Rocket Fuel asserts.

Two clients -- Cree Lighting and Skinfix -- saw large click-through rate boosts after using the upgraded platform, Rocket Fuel claims.

Cree and Skinfix, along with ad agency Grain, are among those that have been beta testers since November. The private marketplace-focused platform officially launched in May 2015, though Rocket Fuel declined to disclose how many clients are using it.

Included in the announcement is word from Rocket Fuel that it is, for the first time, extending its optimization offerings to clients’ direct buys.