Komli Media partners with Efficient Frontier to venture into search marketing

By afaqs! news bureau , afaqs!, New Delhi | In Digital | May 05, 2011
Efficient Frontier is the US-based digital media company, which offers search and display advertising solutions to marketers.

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.

Speaking to afaqs!, Prashant Mehta, chief executive officer, Komli Media, says, "It's a revenue sharing exclusive partnership deal with Efficient Frontier, according to which Komli Media will become an exclusive provider of Search Engine Marketing (SEM) solutions offered by Efficient Frontier. Thus, going forward, all advertisers who want to use SEM solutions (offered by Efficient Frontier) will be served by Komli Media."

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.

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