The business, which has traditionally relied on search marketing, will launch its first integrated display and search optimised marketing platform. The new display offering will also include real-time bidding capabilities.
The platform is integrated with the large advertising exchanges, including Yahoo!'s Right Media and Google's AdEx. Additionally, Efficient Frontier utilises Google's real-time bidding technology and application programming interface (API).
David Karnstedt, Efficient Frontier president and chief executive, said: "The ad network landscape is rapidly evolving and we see our entry into the biddable display market as a perfect opportunity to help advertisers increase their campaigns' reach and total effectiveness."
He added: "We are the only player in the market today that optimises across both search and display and, for the first time, ties accurate attribution to direct action in bidding and buying."
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