Komli Media, which runs an online ad network, has tied up with the US-based digital marketing solution provider named Efficient Frontier, to offer search engine marketing solutions to advertisers.
Mehta clarifies that the ad network company will not provide search engine optimisation (SEO) solution. In the initial phase, Komli Media is planning to pitch advertisers related to finance, banking, education, travel and e-commerce, who spend a majority of their budget on performance marketing online.
This is not the first time that any digital company has tied up with Efficient Frontier in India. In early 2009, Interactive Avenues entered into an exclusive partnership deal with Efficient Frontier (EF) to utilise EF's technology to help its clients maximise returns on their search marketing spend.
Amardeep Singh, co-founder and chief executive officer, Interactive Avenues, tells afaqs! that the Interactive Avenues (IA)-Efficient Frontier (EF) exclusive deal was dissolved a year later. "Post that, we use Efficient Frontier services for SEM infrequently, depending upon the requirement of the campaign or their client," Singh says.
A few months back, Komli Media received a funding of Rs 67.5 crore from the venture capital firms Norwest Venture Partners, Nexus Venture Partners, Helion Venture Partners and Draper Fisher Jurvetson. The digital media company claims that it has a reach of about 45 million unique users through more than 20,000 publishers, worldwide.