January 20, 2017 - Tobi Elkin of Mediapost writes: 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 [pictured], 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.” More...