Rocket Fuel jumps on Goldman coverage launch

|About: Rocket Fuel (FUEL)|By:, SA News Editor

Goldman's Debra Schawartz has started coverage on Rocket Fuel (FUEL +7.7%) with a Buy and $69 PT.

She declares the adoption of programmatic ad-buying solutions such as Rocket Fuel's "one of the more significant undercurrents shaping the online advertising landscape in 2014," and thinks higher penetration rates and new sales channels will drive the company's estimates higher in spite of intense competition.

eMarketer has forecast global programmatic display ad sales will grow 38% in 2014 to $16.6B, after growing 58% in 2013. Real-time bidding (RTB) solutions such as Rocket Fuel's have been steadily growing their share of programmatic ad spend.

Criteo (CRTO +0.1%) also competes in the programmatic market, as do Google (DoubleClick), AOL, and Yahoo.