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BizReport : Advertising archives : October 26, 2010


BlueKai, Efficient Frontier partner for intent-based ads

Segmented consumer bases are one way advertisers are lessening the fragmentation of the Internet to engage consumers and increase sales. A new partnership between data auctioning marketplace BlueKai and performance marketers Efficient Frontier will take segmentation a step farther by focusing on the intent segment.

by Kristina Knight

bluekai.gif"It's indisputable that intent data drives performance and keyword search is a clear indicator of someone's intent to purchase. That's why we're taking that additional step by making it easy for a marketer to use their well crafted keyword lists in their display buys," said Omar Tawakol, CEO of BlueKai. "This really starts to break down the wall between search and display and we're excited to partner with Efficient Frontier...to bring this innovative capability to their clients."

Through the partnership Efficient Frontier give BlueKai client keyword lists for matching with intent data segments. Once matched, the intent of these consumers will be used to target display ads, hopefully increasing the engagement of the base. Since keyword lists are already created, this is an increase in the return of these lists; now, instead of being used only in engage consumers keyword lists can be used to capture data which will help brands throughout the campaign.

Already advertisers know there is a strong connection between search and display advertising. Research has shown that display ads are pushing search queries; now marketers can use search data to increase the impact of display ads. This may deepen the connection between the two even more, making

"This new keyword based intent offering from BlueKai will give us a simple and effective way to reach consumers with display ads using relevant search data," said David Karnstedt, President and CEO of Efficient Frontier.

In the past, marketers have used keyword lists primarily in search marketing efforts. By taking this level of information into segmentation and display ads, marketers can take the efficiencies of search into other advertising formats.






Tags: ads, BlueKai, Efficient Frontier, intent metrics, online advertising, purchase intent








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