Adobe to Acquire Efficient Frontier
Multi-Channel Optimization
The auction-based buying process for search, display and social media puts marketers under pressure to decide what and where to bid. Efficient Frontier takes the guesswork out of the process by using an algorithmic approach to generate optimized bids and allocate budget across digital channels for maximum return on investment. The customizable algorithms are built on the marketer's historical performance data from the search, display, and social marketplaces as well as conversion data from the marketer's websites and offline sources. The Efficient Frontier algorithms will especially benefit from the clickstream data and conversion metrics captured by the Adobe Digital Marketing Suite. Adobe customers will be able to develop predictive models and simulations that are highly accurate and actionable.
- People:
- Brad Rencher