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.
Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!
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.
Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.
Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?
March 19, 2014