The merger will combine EF’s Facebook Ad Management Platform — which brings its algorithmic optimization tools from its search and display platform to advertising on Facebook — with Context Optional’s page management platform that allows brands to build audiences on social networks while monitoring and engaging in conversations with customers.
In addition, brands will be able to use social insights from Context Optional to better target audiences in the display and search realms. In general, Efficient Frontier promises integrated analytics that will give clients a better cross-channel view of campaign performance and brand presence.
“Social media marketing is more than just the initial contact with the customer and requires both compelling experiences and an ongoing dialog to realize the full potential of the interaction,” said Efficient Frontier CEO David Karnstedt. “The acquisition of Context Optional will create a unified platform for marketers to manage all of their social media touch points with brand enthusiasts.”