The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
Search marketing company Efficient Frontier has hired James Beriker, founder of Search123, an early pay-per-click marketing company, as president and Robin Smith, former Avenue A/Razorfish executive, as senior vice president of account development.
Search marketing company Efficient Frontier has hired James Beriker, former ValueClick executive, as president, and Robin Smith, former vice president of client services at Avenue A/Razorfish, as senior vice president of account development.
Beriker was the founder in 2000 and CEO of Search123, an early pay-per-click search engine, until the company was acquired by ValueClick in May 2003.During his four years at ValueClick, Beriker held vice president, senior vice president and general manager positions and was part of the executive management team. Beriker led two ValueClick businesses; Search123, its pay-per-click search platform, and CJ Search, its full-service search engine marketing services offering.
At Efficient Frontier, he will be responsible for marketing, account development, and human resources.
Smith will be responsible for expanding the global account development organization and managing clients as Efficient Frontier expands into new markets. She most recently was vice president and director of client services at Internet marketing agency Avenue A/Razorfish, where she led teams of technologists to launch new Internet products and created online marketing plans based on emerging Web 2.0 technology. She also served as general manager of USWeb/CKS before it was acquired by marchFIRST, where she then served as managing partner responsible for building marketing and e-commerce strategies for clients.