SearchIgnite changes its name to IgnitionOne; plans to expand client services, software engineering teams.
Ad technology company IgnitionOne said today that it plans to hire 75 new employees, increasing its headcount to 200. Most of the positions will be in software engineering and client services and will be based in Atlanta or Brussels.
Previously called SearchIgnite, the New York City-based company dumped "search" from its name and is now named IgnitionOne.
"The name articulates our expanded breadth of services," said Will Margiloff, global CEO, IgnitionOne. The company has been offering search ad management tools since 2005; it added display ad management in 2008 and Facebook ad management this year.
Other search ad technology companies, such as Marin Software and Efficient Frontier, have also expanded their offerings to help marketers better manage their advertising on exchanges and Facebook.
In a report released today, Efficient Frontier said there was a "massive inventory growth in the display ad exchanges" during the first three months of 2011. It said its clients saw more than 300 percent more inventory available on a year-over-year basis.
On the product news front, IgnitionOne today also said it has developed a dashboard that gives marketers a centralized way to manage paid search, display, and Facebook ad campaigns.
Of IgnitionOne's revenue today, about 40 percent comes from its search ad management tool, about 40 percent comes from its display ad management tool, and 20 percent from its onsite optimization tool, according to Margiloff. In contrast, more than 50 percent of the company's revenues came from its search ad management tool two years ago.
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Anna Maria Virzi, ClickZ's executive editor from 2007 until 2012, covered Internet business and technology since 1996. She was on the launch team for Ziff Davis Media's Baseline and also worked at Forbes.com, Web Week, Internet World, and the Connecticut Post.
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