What do you like best?
Rocket Fuel's robust programmatic system allows for a very detailed targeting and optimization approach to gain leads and sales through display advertising. Also, the detailed demographic targeting helps us not only put the ads in front of those interested in the services or products, but the right type of person to narrow in on the audience that is more likely to convert.
What do you dislike?
The main disappointment is the minimum spend requirements for their platform. The reason this is a dislike is I have plenty of other vendor options that do not require the higher spend levels that can get the same exact results or better results with a smaller, test budget. So, Rocket Fuel ends up being a longer-term partner once initial test campaigns have ran through similar vendors at a lower cost.
Recommendations to others considering the product
Rocket Fuel is a great display vendor for large budgets and indepth targeting using both behavior and demographics across ad exchanges and devices to reach a larger, but defined audience. As of late, the issue has been the drop of the Facebook exchange (due to Facebook not Rocket Fuel - as far as I am aware), so the social aspect has been lacking, where as I can use an up and coming vendor, like AdRoll for my 'prospecting' through programmatic and retargeting across all the web exchanges plus Facebook.
What business problems are you solving with the product? What benefits have you realized?
These display buys helps solve display reach outside of Google's display network in a vendor managed setting. With the extra ad exchanges and detailed targeting, we can see better results and reach more people by using a buy like Rocket Fuel. The benefits have been directly related to performance. Improved CTR, and more conversions at a lower cost. We can also solve the cross-device issue that a limited platform can't do along with reach a social demographic at the same time.