Rocket Fuel jumps after launching ad solution with Nielsen/comScore


Rocket Fuel Audience Guarantee leverages real-time "optimization inputs" from top audience measurement data providers Nielsen (NLSN +0.2%) and comScore (SCOR +0.1%) to improve ad targeting for brand marketers.

Rocket Fuel (FUEL +8.9%) already uses A.I.-based algorithms and giant datasets to predict user responses to different ad types, and thus figure out out which ads to deliver. Nielsen/comScore's data, already used by the likes of Google and Facebook, will augment those capabilities

Short-covering likely contributed to today's huge gains: 24% of the float was shorted as of May 30.

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