CEO George John calls Rocket Fuel a “hybrid ad network” because it combines all sorts of targeting data (social, behavioral, contextual, geographical, search) to figure out what works best at any particular moment. “We saw how important it was to let the data tell you which ad to show,” says John, who came from Yahoo along with president Richard Frankel and CTO Abhinav Gupta.
via Yahoo Veterans Launch Rocket Fuel, A “Hybrid” Ad Network.
An ad network is an ad network.
The rule of ad technology and behavioral targeting companies version 1.0 – eventually all these companies become ad networks (Tacoda, Revenue Science – formerly Digimine now AudienceScience).
Version 2.0 – they start as ad networks. Who knows what the next iteration is…