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Manage and optimize your Search, Display, and Facebook campaigns with Multi-Channel Advertising Technology, formerly Efficient Frontier.

Contact us US: +1 877.273.6669 / UK: +44 (0) 207 908 6280

Global Digital Advertising Q12012 Update

Multi-Channel Advertising Technology

Multi-Channel Advertising Technology, formerly Efficient Frontier, is the first unified performance advertising management platform that optimizes across search, display, and social media, including Facebook. The platform gives marketers the control and insights required to manage campaigns productively, and the technology solves the complexity of performance optimization in auction-based digital ad markets.

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Latest insights

Adobe Completes Acquisition of Efficient Frontier

Adobe solutions are central to how digital marketing and advertising are created, managed, executed, measured and optimized. Our focus on market leadership in the digital marketing space has driven some dramatic changes at Adobe including the recent acquisition of Efficient Frontier, a leader in multi-channel and auction-based digital advertising optimization across search, display and social media.

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Efficient Frontier & Context Optional release joint State of Digital Marketing Report for Q4 2011

This quarter, we saw some interesting and some expected trends. Search spend significantly increased, particularly among retailers, with the holiday season dominating the quarter. In social, Facebook spend share reached 2.7% of biddable online advertising spend in Q4. Increases in social spend are coming from new ad budgets rather than subtracting from existing search or display budgets, demonstrating the growth and importance to digital marketers of search, display and social throughout 2011.

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Cross-channel attribution: Getting the right media mix

Marketers are inevitably wrestling with the problem of attaining the optimal media mix. Understanding what each channel’s value is and the optimal mix for the goals at hand adds an extra layer of complexity for already busy marketers. The days of the “last-click wins” mentality and one-off online strategies have drawn to a close. Attribution analysis enables a more accurate understanding of what leads to conversions, and these insights can lead to dramatic improvements in ROI.

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