As Rocket Fuel restructures to grow its platform and enterprise business, it has tapped ad-tech partner AudienceX to run small business and independent agency accounts. Those accounts will still run through Rocket Fuel’s demand-side platform (DSP). Rocket Fuel declined to clarify how many accounts there are in total and the value of the business.
Typically, the small business and independent agency customer segment consists of customers that don’t spend more than $250k per year.
Reeve Benaron, CEO, AudienceX, said the multichannel performance marketing agency has been working with Rocket Fuel for 18 months in the SMB arena. The arrangement is a revenue share agreement and AudienceX will get paid on a CPM basis. Benaron added that the agency offers full-service and self-serve options for customers.
“We’re seeing a lot of changes occur in the programmatic space. We’ll see more consolidation,” Benaron said. “We help support customers’ growth and traffic, we work with data management platforms and DSPs.”
Moving forward, AudienceX will serve as Rocket Fuel’s primary channel partner for all of its small and mid-market accounts, providing account management, buying, and sales services. “Rocket Fuel’s decision to extend its partnership with AudienceX is part of the company’s transformation into a SaaS-based platform,” Randy Wootton, CEO of Rocket Fuel, told Real-Time Daily via email. “This is much like other software companies' reseller models and part of our broader strategy to play like other software companies, building relationships with OEMs [original equipment manufacturers], System Integrators, and partnerships with other players in the ecosystem.”
Wootton said AudienceX is a certified partner that specifically understands the unique marketing objectives and demands of customers that have smaller digital budgets or are new to digital marketing. “By implementing this move, we ensure that our smaller customers have a more complete one-stop-shop experience to support their needs as they increase digital investments ranging from building a website to SEO, SEM, and display advertising. This helps many small business owners who may be wearing four hats already," he said.