What are some of the key drivers for Efficient Frontier recently announcing expansion of its product line into display advertising?
Our goal is to unify optimization across both search and display. There were several developments that led us to launch our display product to our current client base. First, the growth of ad exchanges and our ability to access quality inventory with auction-based pricing at massive scale. Recent enhancements by the exchanges also have allowed us to integrate display management into our core platform, which was critical factor. Secondly, we have the ability to purchase and optimize targeting data that is unbundled from media and isolates specific audiences relevant to our client’s products and services. Lastly, our clients have reached out to us proactively asking us to provide insights and optimization across both search and display. In general, do you think we are at or near a tipping point where search engine marketing encompasses display advertising? Why or why not? I believe performance marketers care most about results. If marketers could be channel agnostic and invest only where
