It's rare to see a technology company, much less one involved in advertising, to so predominantly display a focus on scientists. In the case of Rocket Fuel ( ) , the ad tech firm that recently had a spectacular IPO focuses on using artificial intelligence, or AI, and big data to drive predictive modeling and automated decision-making. In essence, the company believes that sophisticated machines can optimize business outcomes for advertisers as the digital world moves at the speed of light. The company focuses on programmatic buying via real-time bidding, or RTB.
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