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Rocket Fuel upgrades ad optimization solution

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Redwood Shores, Calif.—Prospect targeting company Rocket Fuel has upgraded its Brand Booster ad optimization product, increasing the types of digital channels in which it can be deployed. The company's updated Brand Booster 2.0 extends its key feature, which uses in-banner surveys to measure and optimize ad effectiveness in real time. Now, the technology can be deployed across multiple digital channels to optimize ads appearing as display, video, social media or on mobile devices, according to Rocket Fuel. Brand Booster 2.0 also is integrated with Nielsen Co.'s NetEffect service, allowing advertisers to measure the impact of online campaigns on offline purchases, Rocket Fuel said.
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