Rocket Fuel is the latest company to catch political programmatic fever.
The ad tech firm on Monday announced its intention to build out its politics and advocacy group “to work with top political and advocacy partners on both the left and the right to create programmatic solutions.”
The group will be led by JC Medici, national director of politics and advocacy at Rocket Fuel.
"Rocket Fuel plans to expand the Politics and Advocacy team by approximately 15 full-time employees to support the 2016 election and beyond,” Medici said to Real-Time Daily.
“We have experienced a tremendous uptick in interest in our programmatic solutions among political and advocacy consultancies,” Medici said in an earlier statement. This is unsurprising, given the fact a recent Strata political survey found that 85% of political agencies are interested in using programmatic.
The team will work from Rocket Fuel’s Washington D.C. office, according to a statement made by company president Richard Frankel.
Rocket Fuel joins other ad tech companies, including Rubicon Project, in the race to fuel up for the 2016 election season. Additionally, new research and innovations are beginning to surface that will allow the industry to keep tabs on political programmatic advertising -- such as the technology currently under development by UW-Madison associate professor Young Mie Kim.