Platform integrates biddable display with search

Efficient Frontier has launched a fully integrated display and search marketing optimisation platform designed to help marketers improve the effectiveness of their online ad campaigns.

The display offering includes real-time bidding capabilities, which is dynamic bidding at the impression level, as well as a proven portfolio approach to optimisation.

The portfolio approach allows advertisers to leverage predictive modelling to forecast performance outcomes based on overall goals.

Efficient Frontier claims to be the first company to provide a platform that integrates biddable display with search marketing, allowing advertisers' total campaigns to be more holistically optimised for greater return on investment.

The platform is integrated with the large advertising exchanges, including Yahoo's Right Media and Google's AdEx.

In addition, Efficient Frontier utilises Google's real-time bidding technology and application programming interface to improve results for its clients.

Efficient Frontier's unified platform is said to put the buying controls for search and display in the hands of its customers.

In addition to the reports and optimisation, clients are said to value the forecasting and simulations that provide visibility into future performance.

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