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Share Name | Share Symbol | Market | Type |
---|---|---|---|
Rocket Fuel Inc. | NASDAQ:FUEL | NASDAQ | Common Stock |
Price Change | % Change | Share Price | Bid Price | Offer Price | High Price | Low Price | Open Price | Shares Traded | Last Trade | |
---|---|---|---|---|---|---|---|---|---|---|
0.00 | 0.00% | 2.60 | 0.0001 | 2.59 | 0 | 01:00:00 |
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ANNUAL REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF 1934
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¨
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TRANSITION REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF 1934
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Delaware
(State or other jurisdiction of incorporation or organization) |
30-0472319
(I.R.S. Employer Identification Number) |
Common Stock, $0.001 par value
(Title of each class)
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The NASDAQ Stock Market LLC
(Name of each exchange in which registered)
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Large accelerated filer
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¨
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Accelerated filer
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x
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Non-accelerated filer
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¨
(Do not check if a smaller reporting company)
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Smaller reporting company
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¨
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•
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Prospecting.
Advertisers have various prospecting objectives, such as number of leads, sign-ups, registrations or sales. Our Programmatic Marketing Platform is designed to track every impression delivered and continuously learn from campaign results to refine our delivery of impressions to the appropriate consumers and achieve each advertiser’s direct-response objectives. As our DSP optimizes over the course of campaigns, we believe that advertisers experience steady improvement against the prospecting goals they have defined.
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•
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Retargeting.
As advertisers succeed in bringing consumers to their websites, our retargeting offering uses our Moment Scoring Technology to help return those same or similar consumers to the advertisers’ websites, focusing specifically on the consumers most likely to perform a desired action. Unlike other retargeting solutions that merely display advertisements to every consumer that has visited an advertiser’s website regardless of the value of such placements, our offering focuses on consumers who represent high-value opportunities for re-engagement, aiming to reach them at the best time and in the best context to achieve the advertiser’s goals.
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•
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Sales Uplift.
We find that some sophisticated direct response advertisers and their agencies want to optimize not only for a specified digital outcome (such as completion of a form, or establishment of a digital shopping cart) but also to maximize truly incremental sales. This is measured as the increase in revenue compared to a control group of customers who were not exposed to similar advertising. Through the same kinds of techniques used for offline sales or brand equity lift, we can develop digital maps that can be calibrated against sales uplift.
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•
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Reach, frequency and engagement.
Traditionally, brand advertisers have focused on reach, frequency and engagement goals to assess the effectiveness of their advertising campaigns. Our DSP is designed to track, measure and optimize these goals through specific consumer actions, such as clicks, advertisement interactions and video completions. Our platform values and bids on billions of individual advertising impressions per day to maximize campaign performance measured against the goals defined by the advertiser.
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•
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Audience Accuracy
. Brand advertising is audience specific, and our DSP is designed to optimize towards a defined audience, most commonly a particular age and gender range as measured by third parties such as Nielsen, Comscore and others.
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•
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Brand equity lift.
Our DSP is designed to track, measure and optimize brand equity lift objectives. We use online surveys to measure these objectives, such as consumer awareness, recall, message association, purchase consideration, favorability and recommendation intent. Our technology is designed to automatically incorporate survey responses to enable optimization and calibration against online and offline brand equity lift as measured by third parties such as Nielsen, Comscore and others.
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•
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Offline sales.
Many interactions that consumers have with a brand occur offline. We are able to connect online activity to offline sales or responses by integrating a variety of industry-specific offline data sources, such as retail purchase activity, coupon usage and grocery store purchase activity. Our technology is designed to measure and optimize campaigns, while they run, to maximize offline impact as measured by third parties such as IRI, NCS and others.
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•
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Data Management
: Our DMP is designed to allow marketers to ingest, analyze, segment, and export their own and third-party audience data for advertising, customer relationship management, or "CRM," email marketing, call-center routing, or other opportunities to touch consumers with a message or call-to-action. Our Programmatic Marketing Platform allows marketers to leverage their own data within our DSP or other media buying platforms of their choice.
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•
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Multi-modal Advertising Optimization
: Our Programmatic Marketing Platform is designed to allow marketers to seamlessly execute programmatic advertising campaigns globally through our platform, and apply learning and insights from the DMP to augment campaign performance. Moreover, our Programmatic Marketing Platform is designed to enable cross-channel (e.g. display, video, mobile, and social) and cross-device (e.g. smartphone and desktop) campaigns, thereby reducing friction and eliminating the need to work with multiple companies that offer point solutions.
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Brand Assurance.
Advertiser brand protection is a high priority for us. We have adopted a proactive approach designed to prevent us from serving advertisements on unsafe or inappropriate websites, and designed to protect advertisers from forms of fraud in the modern digital ecosystem. We have a brand-assurance team that monitors our brand safety efforts, makes policy decisions, offers guidance to advertisers and continuously analyzes and improves our Brand Assurance offering. We have proprietary technology designed to identify and block fraudulent activity, and we work with independent third parties to validate our approach and further our efforts against fraud.
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•
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Insights.
We identify the key drivers of an advertising campaign's success and help marketers improve and optimize future marketing strategies and creative development. Our Insights feature is designed to help advertisers understand what strategies are effective and why, and allows them to better understand the quality, composition and characteristics of the consumers their campaigns reach, including which consumers are most responsive to their messages.
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•
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Artificial Intelligence.
We employ AI technology, including predictive modeling and automated decision-making. Our platform has analyzed millions of attributes from our data warehouse, as evidenced by the billions of impressions and bid requests processed daily, to determine the most effective attributes, monitored in real time, to predict expected consumer response and precise impression value.
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•
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Computational infrastructure.
We use a combination of proprietary and open source software to achieve a horizontally scalable, global, distributed and fault-tolerant architecture, with the goal of enabling us to ensure the continuity of our business, regardless of local disruptions. Our computational infrastructure currently processes tens of billions of events per day and is designed in a way that enables us to add significant capacity to our platform as we scale our business without requiring any material design or architecture modifications. Our technology infrastructure is hosted across 12 data centers in co-location facilities in California, Germany, New Jersey, Nevada, Virginia, Hong Kong and the Netherlands. Our servers are custom designed by our engineering team.
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Big Data.
We have built a multi-tier big data management system based on proprietary and open source software to help us maintain a variety of data in many different formats. Our data includes anonymized user profile data that is accessible at very low latencies and used to execute our campaigns. In addition, we maintain a large data warehouse with multi-petabytes of data that we use for algorithm training and reporting.
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•
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Bidding adapters.
Bidding adapters enable us to receive bid requests from real-time advertising exchanges, evaluate each request and either reject the request or respond with a bid. The adapters then present our proposed bid and advertisement to the advertising exchange in the format required by the exchange. Bidding adapters allow us to easily expand and adapt our platform across multiple inventory sources, including across different channels, such as display, mobile, video, and programmatic TV.
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User Interface and Reporting Tools.
Based on the latest HTML5 technologies, our user interface provides flexible reporting and interactive visualization of the key drivers of success for each advertising campaign. We use these reporting and visualization products internally to manage campaigns, and provide advertisers with the ability to manage their own campaigns, form custom audiences and to gain campaign insights.
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•
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Platform Convergence.
To enhance our Programmatic Marketing Platform, we continue to converge the best attributes from our DSP and our DMP for a unified user experience across our DSP, DMP and web site optimization interfaces.
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ROCKET FUEL INC.
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By:
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/s/ E. Randolph Wootton III
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E. Randolph Wootton III
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Chief Executive Officer (Duly Authorized Officer and Principal Executive Officer)
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Incorporated by Reference Herein
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Exhibit No.
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Exhibit Description
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Form
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File No.
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Exhibit
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Filing
Date
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Filed or Furnished
Herewith
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2.1(1)
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Agreement and Plan of Merger, dated as of August 4, 2014, by and among Rocket Fuel Inc., Denali Acquisition Sub, Inc., Denali Acquisition Sub II, LLC, X Plus Two Solutions, Inc., and Shareholder Representative Services LLC
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S-3
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333-199901
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2.1
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11/6/2014
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3.1
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Amended and Restated Certificate of Incorporation of the Registrant
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10-Q
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001-36071
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3.1
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11/13/2013
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3.2
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Amended and Restated Bylaws of the Registrant
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10-Q
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001-36071
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3.2
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11/13/2013
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4.1
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Form of the Registrant's common stock certificate
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S-1/A
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333-190695
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4.1
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9/9/2013
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10.1
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Form of Indemnification Agreement between the Registrant and each of its directors and executive officers
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S-1
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333-190695
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10.1
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8/6/2013
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10.2
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Second Amended and Restated Revolving Credit and Term Loan Agreement dated as of December 31, 2014, by and among the Registrant, the lenders that are party thereto and Comerica Bank, as administrative agent for the lenders
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8-K
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001-36071
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10.1
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1/7/2015
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10.3*
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Separation Agreement, effective as of October 17, 2014, by and between Rocket Fuel Inc. and J. Peter Bardwick
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8-K
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001-36071
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10.01
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10/22/14
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10.4*
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Consulting Agreement, effective as of October 17, 2014, by and between Rocket Fuel Inc. and J. Peter Bardwick
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8-K
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001-36071
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10.02
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10/22/14
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10.5
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Lease, dated as of February 17, 2009, by and between 350 Marine Parkway LLC, Gillikin Trade LLC, Lewis Trade LLC, Spiegl Trade LLC, Welsh Trade LLC, and the Registrant, as amended and currently in effect
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S-1/A
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333-190695
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10.4
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9/3/2013
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10.6
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Office Lease, dated as of August 7, 2013, by and between VII Pac Shores Investors, L.L.C. and the Registrant
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S-1/A
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333-109695
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10.5
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9/3/2013
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10.7
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Lease, dated as of July 31, 2013, by and between VNO 100 West 33rd Street LLC, and the Registrant
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S-1/A
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333-109695
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10.6
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9/3/2013
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10.8
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Amendment of Lease, dated as of December 23, 2013, by and between VNO 100 West 33rd Street LLC, and the Registrant
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10-K
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001-36071
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10.6
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2/28/2014
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10.9*
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The Registrant's 2008 Equity Incentive Plan, including form agreements, as amended and currently in effect
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S-1
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333-190695
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10.7
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8/16/2013
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10.10*
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The Registrant's 2013 Equity Incentive Plan, including form agreements, as currently in effect
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S-1/A
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333-109695
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10.8
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8/16/2013
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10.11*
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The Registrant's 2013 Employee Stock Purchase Plan, including form agreements, as currently in effect
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S-1/A
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333-109695
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10.9
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9/3/2013
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10.12*
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Executive Incentive Compensation Plan
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S-1/A
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333-109695
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10.10
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8/16/2013
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10.13*
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Outside Director Compensation Policy
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S-1/A
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333-109695
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10.11
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9/3/2013
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10.14
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Offer Letter between the Registrant and Monte Zweben, dated as of January 29, 2010
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S-1/A
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333-109695
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10.12
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8/16/2013
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10.15
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Offer Letter between the Registrant and Clark Kokich, dated as of April 5, 2011
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S-1/A
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333-109695
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10.13
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8/16/2013
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10.16
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Offer Letter between the Registrant and Ronald E.F. Codd, dated as of February 16, 2012
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S-1/A
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333-109695
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10.14
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8/16/2013
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10.17
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Offer Letter between the Registrant and Susan L. Bostrom, dated as of February 4, 2013
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S-1/A
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333-109695
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10.16
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8/16/2013
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10.18
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Fifth Amended and Restated Investors' Rights Agreements, dated as of June 15, 2012, by and among the Registrant, George H. John, Richard Frankel, Abhinav Gupta and the investors listed on Exhibit A thereto
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S-3
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333-199901
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99.1
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11/6/2014
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10.19*
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Employment Offer Letter between Rocket Fuel Inc. and David Sankaran dated as of December 6, 2014
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8-K
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001-36071
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10.1
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12/15/2014
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10.20
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Second Amended and Restated Revolving Credit and Term Loan Agreement, dated as of December 31, 2014, by and among the Registrant, the lenders that are parties thereto and Comerica Bank, as administrative agent for the lenders
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8-K
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001-36071
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10.1
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1/7/2015
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10.21*
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Employment Offer Letter between Rocket Fuel Inc. and Manu Thapar dated as of November 16, 2014
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10-K
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001-36071
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10.20
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3/16/2015
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10.22
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Amendment dated March 13, 2015 to Second Amended and Restated Revolving Credit and Term Loan Agreement dated as of December 31, 2014, by and among the Registrant, the lenders that are party thereto and Comerica Bank, as administrative agent for the lenders
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10-K
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001-36071
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10.21
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3/16/2015
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10.23*
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Interim CEO Offer Letter between the Registrant and Monte Zweben, dated March 23, 2015
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10-Q
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001-36071
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10.22
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5/8/2015
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10.24*
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Letter Agreement between the Registrant and David Sankaran regarding relocation assistance dated March 17, 2015
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10-Q
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001-36071
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10.23
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5/8/2015
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10.25*
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Management Retention Agreement (Interim CEO) between the Registrant and Monte Zweben dated April 8, 2015
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10-Q
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001-36071
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10.24
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5/8/2015
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10.26*
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Management Retention Agreement between the Registrant and George John dated May 4, 2015
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10-Q
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001-36071
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10.25
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5/8/2015
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10.27*
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Management Retention Agreement between the Registrant and Richard Frankel dated May 6, 2015
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10-Q
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001-36071
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10.26
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5/8/2015
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10.28*
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Management Retention Agreement between the Registrant and David Sankaran dated April 7, 2015
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10-Q
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001-36071
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10.27
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5/8/2015
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10.29*
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Management Retention Agreement between the Registrant and Abhinav Gupta dated April 21, 2015
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10-Q
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001-36071
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10.28
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5/8/2015
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10.30*
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Offer Letter between the Registrant and E. Randolph Wootton III dated November 1, 2015
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10-K
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001-36071
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10.30
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3/14/2016
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10.31*
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Management Retention Agreement between the Registrant and Randy Wootton dated April 8, 2015
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10-K
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001-36071
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10.31
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3/14/2016
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10.32*
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Separation and Release Agreement between the Registrant and David Sankaran dated November 4, 2015
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10-K
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001-36071
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10.32
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3/14/2016
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10.33
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Consulting Agreement between the Registrant and FLG Partners effective October 29, 2015
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10-K
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001-36071
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10.33
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3/14/2016
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10.34*
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Separation Agreement between the Registrant and George H. John dated November 11, 2015
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10-K
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001-36071
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10.34
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3/14/2016
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10.35*
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The Registrant's Outside Director Compensation Policy, as amended through March 10, 2016
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10-K
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001-36071
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10.35
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3/14/2016
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10.36*
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The Registrant's 2013 Employee Stock Purchase Plan, as amended through March 9, 2016
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10-K
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001-36071
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10.36
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3/14/2016
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10.37*
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The Registrant's 2016 Inducement Equity Incentive Plan, as adopted effective March 4, 2016
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10-K
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001-36071
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10.37
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3/14/2016
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10.38
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Second Amendment dated March 10, 2016 to Second Amended and Restated Revolving Credit and Term Loan Agreement dated December 31, 2014, by and among the Registrant, the lenders that are party thereto and Comerica Bank, as administrative agent for the lenders
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10-K
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001-36071
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10.38
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3/14/2016
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10.39*
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Amendment No. One, dated January 25, 2016, to the Management Retention Agreement between the Registrant and Richard Frankel dated May 6, 2015
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10-K
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001-36071
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10.39
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3/14/2016
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10.40*
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Offer Letter between the Registrant and Rex Jackson dated February 12, 2016
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10-K
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001-36071
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10.40
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3/14/2016
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21.1
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List of subsidiaries of the Registrant
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10-K
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001-36071
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21.1
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3/14/2016
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23.1
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Consent of Deloitte & Touche LLP, independent registered public accounting firm
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10-K
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001-36071
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23.1
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3/14/2016
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24.1
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Power of Attorney
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10-K
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001-36071
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24.1
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3/14/2016
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31.1
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Certification of the Principal Executive Officer Pursuant to Exchange Act Rules 13a-14(a) and 15d-14(a), as adopted pursuant to Section 302 of the Sarbanes-Oxley Act of 2002
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10-K
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001-36071
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31.1
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3/14/2016
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31.2
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Certification of the Principal Financial Officer Pursuant to Exchange Act Rules 13a-14(a) and 15d-14(a), as adopted pursuant to Section 302 of the Sarbanes-Oxley Act of 2002
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10-K
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001-36071
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31.2
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3/14/2016
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31.3
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Certification of the Principal Executive Officer Pursuant to Exchange Act Rules 13a-14(a) and 15d-14(a), as adopted pursuant to Section 302 of the Sarbanes-Oxley Act of 2002
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X
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31.4
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Certification of the Principal Financial Officer Pursuant to Exchange Act Rules 13a-14(a) and 15d-14(a), as adopted pursuant to Section 302 of the Sarbanes-Oxley Act of 2002
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X
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32.1(2)
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Certification of the Principal Executive Officer Pursuant to 18 U.S.C. Section 1350, as adopted pursuant to Section 906 of the Sarbanes-Oxley Act of 2002
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10-K
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001-36071
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32.1
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3/14/2016
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32.2(2)
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Certification of the Principal Financial Officer Pursuant to 18 U.S.C. Section 1350, as adopted pursuant to Section 906 of the Sarbanes-Oxley Act of 2002
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10-K
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001-36071
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32.2
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3/14/2016
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101.INS
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XBRL Instance Document
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10-K
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001-36071
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101.INS
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3/14/2016
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101.SCH
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XBRL Taxonomy Schema Linkbase Document
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10-K
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001-36071
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101.SCH
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3/14/2016
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101.CAL
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XBRL Taxonomy Calculation Linkbase Document
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10-K
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001-36071
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101.CAL
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3/14/2016
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101.DEF
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XBRL Taxonomy Definition Linkbase Document
|
10-K
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001-36071
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101.DEF
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3/14/2016
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|
101.LAB
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|
XBRL Taxonomy Labels Linkbase Document
|
10-K
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001-36071
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101.LAB
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3/14/2016
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|
101.PRE
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|
XBRL Taxonomy Presentation Linkbase Document
|
10-K
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001-36071
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101.PRE
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3/14/2016
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*
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Indicates a management contract or compensatory plan or arrangement.
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(1)
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The schedules and other attachments to this exhibit have been omitted. The Company agrees to furnish a copy of any omitted schedules or attachments to the SEC upon request.
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(2)
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The information in this exhibit is furnished and deemed not filed with the SEC for purposes of section 18 of the Exchange Act, and is not to be incorporated by reference into any filing of Rocket Fuel Inc. under the Securities Act or the Exchange Act, whether made before or after the date hereof, regardless of any general incorporation language in such filing.
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