August 5, 2014

Ad Age

Rocket Fuel Buys [X+1] For $230 Million

Automated ad-buying platform Rocket Fuel has acquiredX+1, an ad-tech firm offering data-management capabilities and an ad-buying tool of its own, for approximately $230 million, the company announced today.

The X+1 acquisition is aimed at bringing a core component of the programmatic ad buy, data management, under Rocket Fuel's wing. The company will now try to sell customers on the combination of its data management and ad-buying capabilities together as a package.

"We know that a lot of customers are looking for broad comprehensive solutions that gives them one single unified platform for managing, understanding and deploying their data," said Rocket Fuel president Richard Frankel in an interview with Ad Age. "Our customers have been asking us for this so when the customers ask for it, you think maybe it's not a bad idea." 

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