Komli partners with Efficient Frontier for search ads

Komli Media and US-based Efficient Frontier have entered into an exclusive search marketing partnership for India, strengthening the ad networks’ offerings as part of a larger play for integrated online marketing.

e4m by exchange4media Staff
Updated: May 5, 2011 9:48 AM
Komli partners with Efficient Frontier for search ads

Ad network Komli Media has entered into an exclusive partnership with Efficient Frontier, a US-based search marketing leader. As part of the pact, Komli will be the exclusive partner to Efficient Frontier in India to bring search marketing services to their existing clients, particularly those in education, e-commerce and online services, finance and travel, according to Prashant Mehta, CEO, Komli Media.

Commenting on the advantages of the partnership, Mehta said, “Search is a highly evolved space, and there are companies that have taken years to create a very sophisticated search offering. Our partnership enables us to bring a very sophisticated platform to some of our largest advertisers. This will allow our advertisers to gain greater relevancy and best RoI on spends. It’s important to spend the right amount, not too much, and also not too little, or you lose on the exact display opportunity that was planned.”

He added, “We have focused on the strategy of providing the best digital solutions, and proving the yield for publishers. We had raised funds earlier, which we used to invest in technology and build better platforms and solutions. One area that clients asked us a lot about was search. Clients don’t want to work with a number of different agencies, and so a search offering from us would give solutions across the board for digital.”

The Efficient Frontier platform provides specialised automation to manage accounts at the portfolio level and advanced analytics. By properly allocating conversion credit to the event and marketing channel, the platform is able to optimise bidding and recommend budget allocations, thereby ensuring marketers that their money is spent in exactly the right channels to achieve the most conversions.

“We’re thrilled to be partnering with Komli Media to help their clients expand their success in digital marketing. Our platform provides proven performance lift across search, display and we look forward to delivering strong results for Komli Media’s clients in India,” said David Karnstedt, CEO, Efficient Frontier.

Going further, Mehta also said that the optimisation offered by Efficient Frontier was only the start of the search integration that Komli would be offering, and explained that the company was looking at complete integration between search and display products to provide a comprehensive experience for clients.

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