• by David Rodnitzky , Op-Ed Contributor, May 12, 2014

It’s often difficult to differentiate SEM ad technology. I could write or edit massive reports on the topic (and I have!).

But not today. Today, I’ll try to limit my analysis to exactly 17 syllables per company. Why? Well, partly because I thought it’d be fun, but on a more serious note, I thought that a constraining writing style like a haiku would force me to distill the differences between SEM tools down to their essence. Once you’re finished reading, I encourage you to comment with your own versions in the comment section below.

• Acquisio

From the Great White North

slick design and reporting

loved by agencies.

 

• Adobe AdLens

Once was eFrontier

Adobe Marketing Suite

means one-stop tech shop.

 

• DoubleClick Search (DS3)

Direct from the source

“good enough” and much cheaper

Google – friend or foe?

 

• IgnitionOne

Under the radar

search, display, attribution,

social, all-in-one.

 

• InsideVault

Data, data, da …

love business intelligence?

this might be for you.

 

• Kenshoo

Israeli tech pros

big with eComm and travel

search, social, local.

 

• Marin Software

You won’t get fired

800-pound gorilla

robust and global.
 

• Searchforce

Heuristic algos

customized bid strategies

lots of tech to use.