Hearst-owned iCrossing taps DataXu to support real-time ad optimization and bidding for display ad campaigns.
Hearst-owned iCrossing has become the latest search agency to try and boost its display ad chops by partnering with a demand-side platform.
Scottsdale, AZ-based iCrossing will work with DataXu to support real-time ad optimization and bidding on ad exchanges such as Yahoo's Right Media and Google's DoubleClick Ad Exchange.
The move follows a slate of developments in which search agencies have made advances in the display arena. Recently, four search firms - Efficient Frontier, SearchIgnite, Kenshoo, and Marin Software - joined a Right Media pilot program involving real-time bid display ads. Back in April, SEM firm Efficient Frontier launched a DSP of its own, fusing real-time bidding functionality with search campaign management.
While not purely a search agency, iCrossing's roots are in the search arena. Dax Hamman, the agency's VP of display media, said in a statement that data integration is key to the company’s clients' exchange ambitions.
“We wanted a partner...that could provide the technical framework in which we can test the effectiveness of multiple data sources for our clients," he said.
iCrossing was not the only search firm to announce new moves into display this morning. Marin Software, a search management platform company that manages $1 billion in marketing spend annually, today released applications for managing Facebook Advertising. The new features allow clients to manage algorithmic bidding, segmentation, and ad rotation on Facebook, alongside their search campaigns on Google, Bing, and Yahoo.
Revolutionize your digital marketing campaigns at ClickZ Live San Francisco (August 10-12)!
Educating marketers for over 15 years, our action-packed, educationally-focused agenda offers 9 tracks to cover every aspect of digital marketing. Join over 500 digital marketers and expert speakers from leading brands. Register today!
Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.