LAS VEGAS — He’s only been in the role a couple of months, but programmatic ad tech company Rocket Fuel<\/a>‘s new CEO\u00a0Randy Wootton<\/a>\u00a0expects a big trend.<\/p>\n “Every marketer, especially every B2C marketer, is going to make decision in the next five years about their first-party data,” he tells Beet.TV in this video interview.<\/p>\n How brands choose to use consumer data – both their own and from other sources – to target\u00a0ads became a hot topic in 2015.<\/p>\n Rocket Fuel, which began by applying artificial intelligence to rate ad inventory, partnered with DISH in\u00a0October to allow its advertisers to use “moment scoring<\/a>” to target ads programmatically. The technology has been used by whisky brand Glenfiddich<\/a>.<\/p>\n Wootton explains: “There is computational power you need to score that impression. (Rocket Fuel) is\u00a0the machine learning-powered optimisation engine,\u00a0DISH is the marketplace that creates the supply in their hub.<\/p>\n With moment scoring up and running, what does\u00a0Wootton’s first full year in the job look like?<\/p>\n