Efficient Frontier for Display

This past weekend marked the official launch of Efficient Frontier's platform expansion into Display advertising. Over the past several months, we have been working hard to integrate with the leading display ad exchanges as well as building out the infrastructure to buy, deliver, track, and optimize display campaigns on behalf of our advertiser clients. We have been very pleased with the results of beta tests, and, in most cases, exceeded our incremental reach and performance expectations.

Is Efficient Frontier another DSP (Demand Side Platform)? 

While Efficient Frontier is certainly buying, aggregating, and valuing display impressions on ad exchanges, we think we are in a unique position to leverage our years of experience in predictive modeling and algorithmic optimization of Search. We can leverage the client specific Search performance and conversion data to inform their display buys. This will allow for increased audience definition, bidding, optimization and budget distribution within and across media channels.

Our recent release provides not only access to display campaign performance data in the same dashboard as SEM, but it also provides cross channel conversion attribution insights that can be used to influence optimization of both Search and Display. In subsequent releases, we will be integrating with additional inventory sources and third party data providers. Additionally, we will continue to enhance our reports and analytics to provide clients with the cross channel view that we all strive to achieve. Our core optimization algorithms will continue to be tuned as we learn more about audience behavior across Search and Display.

So rather than lumping us into the freshly coined DSP category, think of Efficient Frontier as a cross channel marketing optimization platform. And needless to say, we're excited about the future.

Andy Torgerson
VP Product Management

Comments

[Chris Zaharias]

Congratulations on this exciting new development. I look forward to seeing cross-channel attribution research from EF on its blog in the near future!