Rocket Fuel Inc. Launches Intelligent Ad Serving Technology Platform

REDWOOD SHORES, CA--(Marketwire - August 17, 2009) - Rocket Fuel Inc. today announced
the launch of its intelligent ad serving platform that drives results for
advertisers by automatically leveraging massive amounts of internal and
third-party data and serving only the best impressions in the context of
each advertiser's unique marketing objectives. Rocket Fuel is using its
technology to run a hybrid ad network that combines the best of social,
behavioral, contextual, search and many other data sources to understand
consumer interest and intent. Watch "Not another
ad network" to learn more about how Rocket Fuel is different in
delivering a better Web experience for agencies, advertisers and consumers.

"Rocket Fuel was founded to disrupt online display advertising with a
superior computational approach that blends smart decision making,
creativity and science to predict consumer behavior," said CEO and
co-founder of Rocket Fuel Inc., George
John. "We understand the last thing the industry needs is just another
ad network. It needs a smarter one."

The company was built by veterans from Yahoo!, DoubleClick, Epiphany, and
salesforce.com to alleviate the growing complexity associated with media
buying. Rocket Fuel is helping buyers better understand what they are
buying, who their ideal audience is, and why consumers are engaging with
particular ads.

The Rocket Fuel platform goes beyond behavioral, contextual or
geo-targeting by combining data mining algorithms, artificial intelligence
and expert analysis to customize every campaign and drive results for
advertisers. Using its real-time Progressive OptimizationT technique,
Rocket Fuel is able to use rapid automated testing and user-level targeting
to adjust campaigns around the clock, boosting campaign performance in
hours instead of the weeks or even months it would take to pour through the
data manually. President, Richard Frankel, shows how it works in this video
segment.

"We believe there is a profound difference between reaching audiences and
activating customers," said Richard
Frankel, president and co-founder of Rocket Fuel Inc. "For us, it's
about marrying many different types of data with advanced technology to
create intelligent and dynamic campaigns that reach the people who will
buy, blog, tweet or tell their friends about your product or brand. Our
goal is to turn passive audiences into active consumers."

"Rocket Fuel is paving the way for engaging key audiences at the right
time, with the right message through the right medium," said Michael
Mendenhall, chief marketing officer of HP. "In today's digital world, Rock
Fuel optimizes advertising and makes it relevant to every pair of eyes."

Rocket Fuel's hybrid ad network offers premium sites, performance-based
low-cost media, and a wide range of inventory through partnerships with
large publishers and exchanges. Rocket Fuel's network has analyzed more
than
50 billion impressions, run campaigns for more than 140 advertisers, and
seen more than 37-million unique users.

About Rocket Fuel Inc.

Rocket Fuel Inc. is building the first intelligent ad serving platform that
combines the best of social, behavioral, contextual, geographical, search
and other data sources to understand consumer interest and intent. Rocket
Fuel goes beyond other audience targeting technologies by combining
demographic, lifestyle, purchase intent and social data with its own suite
of targeting algorithms, blended analytics and expert analysis to find
active customers. Rocket Fuel uses its technology to run a hybrid ad
network that delivers better ROI for premium brand marketers -- whether
their objectives are brand-oriented or designed to drive a conversion
event. Rocket Fuel was built by veterans from Yahoo!, DoubleClick,
Epiphany, and salesforce.com to make marketing easier and more effective
for advertisers, help publishers get the most value out of their inventory,
and give consumers a personalized and relevant online experience. Rocket
Fuel Inc. is a privately-held company headquartered in Redwood Shores, CA.
For more information visit rocketfuelinc.com.

©2009 Rocket Fuel Inc. All rights reserved. Progressive Optimization is a
trademark of Rocket Fuel Inc. in the U.S. and/or other countries. All other
trademarks are the property of their respective owners.