The combined company plans to provide various digital marketing services, from brand-building to customer acquisition. By combining their technology platforms, the companies expect to launch an integrated demand-side ad platform for clients.
Given the increasing complexity and specialized nature of digital advertising, agencies can't have too many resources, according to Don Mathis, CEO of Epic Advertising -- formerly AzoogleAds.
"Delivering successful digital advertising campaigns requires scale, technology and execution," he said. "Scale is reach and scale begets data ... And data begets relevance for the advertisers' campaigns."
The Traffic Marketplace technology platform integrates data from multiple sources in an effort to increase relevance for advertisers, with a specialty in correlating intent-based data to improve its targeting and analytics.
Epic's technology, meanwhile, attempts to leverage a patent-pending approach to improving the effect of brand-focused campaigns on customer acquisition programs. The company claims to work with 45,000 advertisers and publishers in the United States and abroad.
In 2008, Internet service provider ASIS filed a spam lawsuit against Epic, arguing that the company violated the federal CAN-SPAM law by using an affiliate that allegedly arranged for more than 10,000 email ads to be sent. Late last year, a federal appellate court upheld an order dismissing the lawsuit.
The combined entity has offices in Los Angeles, New York, Toronto, London, San Francisco, Chicago, Dallas, Detroit and the Silicon Valley.