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Programmatic ad company Rocket Fuel files for IPO

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Redwood City, Calif.—Advertising technology company Rocket Fuel, which uses artificial intelligence in real-time buying of ad exchange inventory, has filed for an initial public offering. The number of shares to be sold and the price range for the proposed offering are yet to be determined, but Rocket Fuel said it hopes to raise up to $100 million through the IPO. In its Securities and Exchange Commission filing, the company said it had 784 active customers as of June 30. It's been a busy month in the programmatic ad-buying industry. AOL Inc. announced a deal to acquire programmatic video ad-bidding company Adap.tv for $405 million, and mobile advertising company Millennial Media said it will acquire competitor Jumptap Inc. for $209 million.
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