7_Title Slide
R O C K E T F U E L | P R O P R I E T A R Y & C O P Y R I G H T © 2 0 1 5
ROCKET FUEL
December 31, 2015
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CAUTIONS REGARDING FORWARD LOOKING STATEMENTS (SAFE HARBOR); OTHER GENERAL INFORMATION
This presentation contains “forward-looking” statements. All statements other than statements of historical fact could be deemed forward-looking,
including, but not limited to, any projections of financial information; any statements about historical results that may suggest trends for our business
and results of operations; any statements of the plans, strategies and objectives of management for future operations; any statements of expectation
or belief regarding future events, potential markets or market size; technology developments; and any statements of assumptions underlying any of
the foregoing. These statements are based on estimates and information available to us at the date of this presentation and are not guarantees of
future performance. These forward-looking statements are subject to a number of risks, uncertainties and assumptions, including those described in
the “Risk Factors” section of our fiscal year 2015 Annual Report on Form 10-K that was filed with the Securities and Exchange Commission on March 14,
2016 and in our subsequent SEC filings. Moreover, we operate in a very competitive and rapidly changing environment, and new risks emerge from
time to time. It is not possible for us to predict all risks, nor can we assess the impact of all factors on our business or the extent to which any factor, or
combination of factors, may cause actual results to differ materially from those contained in any forward-looking statements we may make. In light of
these risks, uncertainties and assumptions, the forward-looking events and circumstances discussed in this presentation may not occur and actual
results could differ materially and adversely from those anticipated or implied in our forward-looking statements. You should not rely upon forward-
looking statements as predictions of future events. Although we believe that the expectations reflected in our forward- looking statements are
reasonable, we cannot guarantee that the future results and circumstances described in the forward-looking statements will be achieved or occur.
Moreover, neither we nor any other person assumes responsibility for the accuracy and completeness of the forward-looking statements. We
undertake no obligation to update publicly any forward-looking statements for any reason after the date of this presentation to conform these
statements to actual results or to changes in our expectations, except as required by law.
In addition to U.S. GAAP financials, this presentation includes certain non-GAAP financial measures. These non-GAAP measures are in addition to, not
a substitute for or superior to, measures of financial performance prepared in accordance with GAAP. Reconciliation between GAAP and non-GAAP
measures is included in the appendix to this presentation.
You may get our Form 10-K, and all other documents we file with the SEC for free by visiting EDGAR on the SEC Web site at www.sec.gov.
Rocket Fuel is a registered trademark of Rocket Fuel Inc. This presentation also contains additional trademarks and service marks of ours and of other
companies. We do not intend our use or display of other companies’ trademarks or service marks to imply a relationship (other than as a customer, as
applicable) with, or endorsement or sponsorship of us by, these other companies.
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Rocket Fuel is a leading programmatic marketing platform that learns
We use AI at Big Data scale to optimize performance, awareness, or lift across channels for agencies and marketers
Rocket Fuel’s Moment Scoring™ technology is a real-time calculation of moments of influence that optimizes programmatic decisions and learns how to improve them over the life of campaigns
Who We Are
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M O M E N T S C O R I N G :D E L I V E R I N G T H E R I G H T A D T O T H E R I G H T P E R S O N A T T H E R I G H T M O M E N T
TM
How Do We Stand Out?
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It ’s about MAGNIFYING THE MOMENTM A K I N G M O D E L S B E T T E R
R O C K E T S C I E N T I S T SN E W F E A T U R E S
N E W M O D E L SA / B T E S T I N G
What is Moment Scoring ?TM
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MARKETING THAT LEARNSA I D R I V E N T E C H N O L O G Y A S S E S S E S I N V E N T O R Y S U I T A B I L I T Y
P R E D I C T S T H E N E X T A C T I O N B Y L E A R N I N G W H A T W O R K E D A N D W H A T D I D N ’ T
D E L I V E R S T H E R I G H T A D , T O T H E R I G H T P E R S O N , A T T H E R I G H T M O M E N T
How Do We Do It?
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Rocket Fuel Over-Delivers: More Results, More Efficiently
ADVERTSERS
AGENCIES
EXCHANGES
PUBLISHERS
CONSUMERS
$100K $0.001
at a Time
Results
15,000 Orders
My Budget Is $100K … Get 10K Orders… Serve 50M Ads
Target based on
Moment Scoring
I L L U S T R A T I V E E X A M P L E
ADVERTISER’S REQUIREMENT
Based on a commissioned analysis of 60 and 90 day campaigns in, “Measuring the Total Economic Impact of Rocket Fuel,” April 2013, by Forrester
Consulting.
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D I R E C T R E S P O N S E
B R A N D D M P D S P
C A M P A I G N S E R V I C E S I M P L E M E N T A T I O N S E R V I C E S
D I S P L A Y M O B I L E S O C I A L V I D E O
O F F -L I N E C R M D A T A
O W N E D W E B S I T E D I R E C T
M A I LE M A I L
L I V E C H A T
1 S T P A R T Y D A T A
Comprehensive Digital Marketing Platform
A R T I F I C I A L I N T E L L I G E N C E M O M E N T S C O R I N G , R E A L - T I M E L E A R N I N G , B I G D A T A
MEDIA PLATFORM SaaS PLATFORM
PR
OD
UC
TS
SE
RV
ICE
SC
HA
NN
EL
S
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Strategic Agency Partnership Goals
• Reestablish Rocket Fuel as a media vendor and technology partner, and partner of choice, to agencies, by servicing them in either a managed or self service manner
• Ecosystem of partners that integrate and upsell FUEL’s platform to clients
• Embed into tech stack of Trading Desks
• Drive adoption and grow revenue from existing Holding Company partnerships
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AI Foundation and Scale CreateGrowth Opportunit ies
Grow
Sales;
Customers;
Globally
Increase
Brand
Market Share
Grow
Self-Service
Platform
Expand
Strategic
Agencies
New
Channel/Reseller
Partners
Grow
Direct-to-
marketer
Deepen DR
Leadership
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Our Technology Advantage
~ 73 Petabytes of Data
671B+ Impressions Served to Date
13 Data Centers Globally
~ 71,418 CPU Cores
~ 2,100 Simultaneous Campaigns
Millions of Attributes Analyzed
63B+ Decisions/Second
~1,200,000 Bid Requests/Second
2AUTOMATED DECISIONING
1PREDICTIVE MODELING
3BIG DATA
4COMPUTATIONAL INFRASTRUCTURE
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Programmatic Marketing Leadership
FORRESTER
DSP WAVE
Dec 2011
CIO PARTNER
INNOVATOR AWARD
FORRESTER
DMP WAVE
GARTNER MAGIC
QUADRANT
Aug 2013
Dec 2014Q1 2013 Mar 2013
AI ANALYSIS
FORRESTER
TEI STUDY
Feb 2015
INTERACTIVE ADVERTISING
BUREAU (IAB)
SALES EXCELLENCE AWARD
Oct 2012
Jun 2015
FORRESTER
DSP WAVE
FORRESTER
TEI STUDY
Visionary in Digital Marketing Hubs
Excellence in innovation and customer service
229% ROI for agencies
192% ROIfor advertisers
Nov 2015
830% ROI
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Vis ionary in Digital Marketing
Gartner Report as of Jan 2016.
• Rocket Fuel is a digital marketing partner that helps brands to transform their marketing
• Marketing learns, acts, and evolves across the consumerjourney
• Marketing that CMOs can support
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In Our Customers’ Words
Source: Company Survey, Q4 2015.
Nov 5, 2015
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Great Brands Use Our Programmatic Market ing Solut ions
Represents advertisers and brands who have spent with Rocket Fuel during the twelve months ended Q4’15.
FINANCE TELECOM/CABLETRAVELRETAIL
HEALTH & BEAUTY ENTERTAINMENT CPG AUTO
EDUCATION DINING/OTHERGOVERNMENT/NONPROFIT TECHNOLOGY
AGENCIES
Advertising Age LeadingNational Advertisers
91/100 Fortune 100 Companies65/100 $1M+ lifetime
customers188+
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Common Technology Platform
JAPAN: Self-Service SoftwareAUSTRALIA: Media
Flexible Platform Supports Global Expansion
EUROPE: Media
Financial Information
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Investment Highlights
DISRUPTIVE AI & BIG DATA MARKETING PLATFORM FOR DIGITAL ADVERTISING
LARGE $45B MARKET * (INCREASING DIGITAL SHARE & PROGRAMMATIC SHARE)
MULTI-CHANNEL GO-TO-MARKET STRATEGY WITH MULTIPLE GROWTH DRIVERS
DEVELOPING BUSINESS MODEL WITH OPPORTUNITY FOR COST/PROFIT LEVERAGE
*Industry data source: Magna Global 2013.
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Key Focus Areas in 2016
BECOME A TRUSTED PLATFORM PARTNER (DSP & DMP)
STRENGTHEN OUR BRAND ADVERTISING VALUE PROPOSITION
EXTEND OUR DIRECT RESPONSE LEADERSHIP
ACTIVATE AGENCY HOLDING COMPANY PARTNERSHIPS
CONTINUE TO IMPROVE ADJUSTED EBITDA BY DRIVING COST LEVERAGE
FOCUS ON CASH CONSERVATION
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$2.8M
$8.9M
Q4 '14 Q4 '15
$(20.5) M $(12.7) M
Q4 '14 Q4 '15
Q4 2015 Performance HighlightsR
EV
EN
UE
NET
LOSS
NO
N-G
AA
PN
ET
REV
EN
UE*
NO
N-G
AA
P A
DJ.
EB
ITD
A*
$139.5M
$125.4M
Q4 '14 Q4 '15
$76.7M$74.7M
Q4 '14 Q4 '15
*Net Revenue and Adjusted EBITDA are non-GAAP financial measures. Please refer to the Reconciliation of Revenue to Non-GAAP Net Revenue
and the Reconciliation of Non-GAAP Adjusted EBITDA to Net Loss in the appendix to this presentation.
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Year-Over-Year Revenue Growth
$17M
$45M
$107M
$241M
$409M
$462M
2010 2011 2012 2013 2014 2015
13%Growth
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4% 8%
24%
42%36%
2011 2012 2013 2014 2015
AI Driven Platform Enables Diversif ication Across Channels…
% OF REVENUE BY CHANNEL
Mobile, Social, VideoDisplay
% OF REVENUE - DIRECT VS AGENCY
24% 24% 25% 27%
76% 76% 75% 73%
Q1'15 Q2'15 Q3'15 Q4'15
Direct
Agency
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By Customer***
Fortune 100Advertising Age
100 Leading National Advertisers
91 65
…Geographies, Products and Customers
By Geography*
By Product**
77
23 Brand
DirectResponse
2011 2012 2013 2014
385.4
76.2
2015
Int’l
N. America
*Based on revenue during fiscal year.
**Based on revenue in Q4’15.
***Represents advertisers and brands who have spent with Rocket Fuel during the twelve months ended Dec 2015.
N. AmericaN. AmericaN. AmericaN. America
Int’lInt’lInt’lInt’l
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Reconcil iation of GAAP to Non-GAAP Financial Measures$ in Thousands
*Non-GAAP Net Revenue is defined as GAAP Revenue Less Media Costs. Media costs consist of costs for advertising impressions we purchase from real-time advertising exchanges or other third parties.
*
Revenue $ 125,401 $ 139,504 $ 461,637 $ 408,641
Less: Media costs
Non-GAAP net revenue $ 74,701 $ 76,670 $ 272,548 $ 235,164
Year Ended
(In thousands)
Three Months Ended
December 31,
2015 2014
189,089 173,47750,700
December 31,
2015 2014
62,834
Rocket Fuel Inc.
UNAUDITED RECONCILIATION FROM GAAP REVENUE TO NON-GAAP NET REVENUE
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Reconcil iation of GAAP Net Loss to Non-GAAP Adjusted EBITDA
*Non-GAAP adjusted EBITDA is a non-GAAP financial measure defined by us for the periods presented as GAAP net loss before interest expense, other income (expense), net, income tax provision (benefit), depreciation and amortization expense, stock-based compensation expense and related payroll taxes and acquisition and restructuring expenses and impairment charges.
$ in Thousands
*
7_Title Slide
R O C K E T F U E L | P R O P R I E T A R Y & C O P Y R I G H T © 2 0 1 5
ROCKET FUEL
December 31, 2015