IgnitionOne Partners with DataPop to Improve Search Advertising Relevancy

Combined technologies bring new innovations to search advertising

NEW YORK, NY – September 12, 2011 – IgnitionOne, the first closed-loop Digital Marketing Suite, today announced a strategic partnership with DataPop, a provider of technology to improve search ad relevancy. The two companies have already combined their search technologies with great results on behalf of ABetterStay.com, which offers consumers access to independent hotel properties worldwide.

IgnitionOne’s Digital Marketing Suite was used to manage ABetterStay.com’s paid search campaign and automate keyword bids in real-time. The DataPop platform improved the relevancy of the search campaign’s content by creating and changing keywords, ad creative and landing pages based on ABetterStay.com’s dynamic inventory and unique position in the marketplace. This resulted in better engagement with the ads, which coupled with effective keyword bid automation and campaign management from IgnitionOne, led to a 140% increase in revenue attributable to paid search.

“DataPop and IgnitionOne have improved the relevancy of our search advertising while keeping our costs in line and increasing our revenue return," says Erik Hovanec, CEO of LeisureLink, the parent company of ABetterStay.com. "Their combined technologies have greatly improved our ROI from search."

The automated approach offered by IgnitionOne and DataPop allows marketers to spend less time managing paid search tactics, such as managing keyword bids and building ad groups, while still improving their campaign performance and online revenue.

“DataPop’s core competency in crafting contextually relevant advertising at scale and in real-time enables us to deliver better performing search ad campaigns on behalf of our clients,” said Roger Barnette, President of IgnitionOne. “The result is greater revenue, higher ROI and a greater ability to achieve specific sales goals, such as monetizing flash sales or moving product more quickly during peak seasons.”

“Marketers who harness the full breadth of data at their fingertips, such as consumer search behavior, promotional calendars, product inventory levels, pricing information and more, are able to deliver a better search experience for their customers,” said Jason Lehmbeck,CEO and Founder of DataPop. “We believe that more personalized advertising is a long-needed innovation in search, and we’re excited to partner with IgnitionOne to bring this solution to more marketers.”

About IgnitionOne
IgnitionOne is the world’s first closed loop Digital Marketing Suite, offering multiple solutions to improve online performance within a single interface. Solutions include ad management and optimization (search, display and Facebook), cross-channel attribution and website optimization. The company currently powers more than $20 billion in revenue each year for some of the world’s leading online marketers, including General Motors, Chico’s, Ann Taylor, Fiat and advertising agencies such as MRM Worldwide, CyberAgent and more.

For more information, please visit http://www.ignitionone.com/ or follow the company on Twitter @ignitionone.

About DataPop
DataPop is a search marketing technology provider that simplifies how companies create high-performing, customized and relevant search ads. Recognizing the need for a radically new way of managing paid search campaigns, the DataPop team developed an entirely new ad optimization platform for its clients.

Press Contact

Amanda Bird
Group Director of Marketing
abird@ignitionone.com
212.991.4376

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