AdEx Partners

Efficient Frontier Launches Buying Platform, As It Looks To Capture European Display Spend - ExchangeWire.com

Efficient Frontier launched its own demand-side platform (DSP) to buy display inventory more efficiently, integrating display with search marketing in a unified optimization platform. The DSP, used initially for internal purposes, connects with Yahoo!'s Right Media and Google's AdEx and includes real-time bidding (RTB) capabilities, with plans to roll RTB out in Europe in the coming months. European campaigns are already in test, as EF aims to replicate its US approach in Europe. The platform emphasizes combining bid-based display with search marketing to boost ROI via predictive modeling and portfolio optimization. Nick Morley, EF's General Manager Europe, signaled a push to extend the European business, and industry voices such as The Motley Fool weighed in on the potential of cross-optimization.

Vizury's Chetan Kulkarni, Co-founder & CEO, Discusses Their Re-Targeting Proposition And Trends In The APAC Marketplace - ExchangeWire.com

Vizury's Chetan Kulkarni discusses the company's Visitor Relationship Management (VRM) platform and its retargeting proposition for APAC. VRM treats every site visitor as a potential customer, enabling tagging, behavioral modeling, 1:1 dynamic creatives, and ongoing optimization to maximize lifetime value and direct response. Vizury highlights four differentiators: nano-segmentation with millions of profiles, dynamic creative generation, a media-buying engine with real-time bidding, and a statistics-powered product-recommendation engine. The offering is primarily managed, with a direct-client focus though both direct and agency channels are served. They use a blended inventory strategy across publishers and exchanges, including Yahoo RightMedia, Microsoft Media Network, Rubicon Project, OpenX, Google AdEx, AdMeld, and AdBrite, and are RTB-capable. Privacy is prioritized via non-PII data, compliance with advertiser privacy guidelines, and an opt-out option. APAC markets vary in media-buying dynamics and ad ecosystem sophistication, with RTB expected to rise as infrastructure grows.