The deal, which is aimed at building out 360i's retail channel for clients like Office Depot and Levenger, will allow 360i's clients to use Channel Intelligence's back-end optimization and trafficking technology to place ads in the top comparison search engines. "Within our company, we work within multiple verticals, and retail is one of our core verticals," Dave Williams, 360i's chief strategist, said. "We're looking to build our retail vertical."
According to Williams, 360i sees the shopping vertical in search engine marketing growing rapidly over the coming years. "We see the shopping feed space as where search engine auction formats were four or five or six years ago--and we really see that space exploding, especially within the retail area," he said. "They have extremely expansive relationships with all the major shopping engines, very sophisticated optimization technology--and that's where we felt we were a good fit."
The technology, dubbed Sellcast, is used by numerous e-commerce players including Electronic Arts, FujiFilm, Panasonic, Canon, and Circuit City.