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Paving the Way From Search to Display

Posted on 4.22.2010

Online display advertising is projected to grow more than 10 percent this year, much of that driven by innovations in the ways in which we manage consumer data and generate relevant customer leads. One of the companies committed to providing those solutions to marketers is, which just announced a new free service called Audience Profiles. CEO Tim Ogilvie says that his company’s demand-side optimization platform is designed for successful search marketers that are looking to expand into the display ad exchanges such as Google’s Doubleclick and Yahoo’s Right Media. offers guidance to marketers who are unsure of how to best start the process, or those who are dissatisfied with their results so far, and Audience Profiles is a significant new piece to the whole puzzle.

The free service provides integration between the leading ad exchanges and third-party data providers that help identify and target the segments of an advertisers’ audience that are most likely to convert. It helps marketers uncover those data segments that are going to deliver performance before they invest a lot into a display advertising campaign. Audience Profiles also helps marketers leverage the data from their existing search campaigns by understanding the users that are converting.

Ogilvie describes his company’s core customer as a top 5,000 search marketer, and says that many clients are looking into ad exchange buying as a new opportunity to grow. “We make it incredibly easy to understand what’s likely to work without effort or spend.”

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