• by Tobi Elkin  @tobielkin, May 17, 2017

Ad-tech firm Rocket Fuel on Wednesday launched native advertising capabilities informed by artificial intelligence (AI).

Rocket Fuel said its native offering is available as an open beta for existing clients.

The company is using existing partnerships with suppliers including DoubleClick Ad Exchange, Nativo Open, PubNative, Sharethrough, and TripleLift to offer access to native ad inventory. 

“As agencies and brands strive to anticipate consumer needs and deliver authentic, relevant experiences for consumers, we’ve seen the opportunity for our clients to leverage native as an extension of their existing campaigns,” said John Genna, VP of product marketing at Rocket Fuel. He said the new capabilities will use real-time data gathered through a combination of AI and human analysis. "Native advertising is transforming the way that marketers connect with their customers  -- helping them to authentically connect with consumer interest." 

"By integrating with the TripleLift Native Exchange, Rocket Fuel's customers can access more than 30 billion in-feed native ads monthly across hundreds of publishers," according to Ari Lewine, co-founder and chief strategy officer of TripleLift. He said Rocket Fuel's AI-based platform is able to identify the best times to bid on native inventory in order for brands to make the most of their investment.

BI Intelligence estimates that nearly three-quarters of U.S. display revenue will be native in four years. A recent study by Sharethrough found that brands using native ads saw their in-store lift increase by an average 300% compared to with lift from other ad tactics, and people exposed to native ads were 21% more likely on average to visit a brand’s physical retail location.