Investors Give Rocket Fuel $6.6 Million

Gail Chiasson, North American Editor

Rocket Fuel, a provider of digital advertising services based in Redwood Shores, California, has raised $6.6 million in a third round of venture capital financing, led by Northgate Capital.

Also participating were Rocket Fuel’s previous backers: Mohr Davidow Ventures, Labrador Capital Fund, Nokia Growth Partners and Wilson Sonsini Goodrich & Rosati.

Rocket Fuel’s ad serving technology platform combines social, behavioral, contextual, geographical, search and other data sources to understand consumer interest and intent. It claims to go beyond other audience targeting technologies by combining demographic, lifestyle, purchase intent and social data with its own suite of targeting algorithms, blended analytics and expert analysis to find active customers.

The company claims more than 300 customers for its digital ad services, and says ads from its Rocket Fuel Network are viewed by more than 150 million a month.

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