Independent search advertising marketplace adMarketplace announced on Wednesday the addition of several new partners to help advertisers find consumers seeking information, products and services outside of traditional search engines like Google, Bing and Yahoo.
Newsweek, International Business Times, iDigitalTimes, Latin Times, Medical Daily, Kohl’s, and the 5miles App have joined adMarketplace's network of publishers and companies.
"While Google acts like an army, we're a seal team," said adMarketplace CEO Jamie Hill. "We go in quick and build out custom native search solutions for publishers."
adMarketplace allows publishers access to their own performance data to become more transparent.
Hill pointed to the sponsored listings search feature in the 5miles App, which adMarketplace powers, as the best example of how local and native customer search ads create a positive experience for consumers searching for products within a five-mile radius of their home, for example.
Rick Cantu, GM at 5miles, believes the data enables the company to serve search results in a way that supports the site.
About 45% of AdMarketplace's business now comes from mobile, per Hill.
At Kohl's, adMarketplace has built out a search monetization platform, which allows consumers to search on the Kohl's site, but find products outside of the retailer's store, per Hill. The technology supplements search results listings by bringing in inventory from the network.
About 75% of employees are in-house developers working on search technology and an analytics suite, per Hill. Two of the company's biggest products are BidSmart and Advertiser 3D, which Rajasekhar Yakkali, information strategist at adMarketplace, explains in an interview. "We make millions of bid adjustments daily," Hill said.
Hill believes fragmentation on traditional search engines will become the new norm and that the ability to price and optimize this new marketplace the same way marketers would buy into core search is imperative.
Advancements in predictive pricing make search a high-yielding monetization strategy for almost any publisher with search intent and vertical retail sites, and local shopping partners are in a unique position to improve the consumer's experience when it comes to search.