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Fathom Online and Efficient Frontier Announce Partnership to Optimize ROI from Paid Keyword Spend

Relationship Delivers Highly Scalable Solution for PPC Advertisers

New York, NY March 01, 2005 Two leading companies in the search engine marketplace, Fathom Online, a search engine marketing/consulting firm, and Efficient Frontier, a provider of data-driven keyword optimization services and search engine marketing (SEM), today announced a partnership that offers companies a complete solution for managing and optimizing paid search campaigns.
Under the terms of the agreement, Fathom Online will now offer its clients the Efficient Frontier keyword optimization service enabling customers to better manage and grow paid keyword search campaigns. Efficient Frontier applies Wall Street analytics to select the bid management strategy that will deliver the highest returns on investment.

Fathom Online has developed workflow management and data collection software that tracks search engine marketing performance from query to conversion. Efficient Frontier offers the only service that dramatically allocates marketing spend across millions of keywords to increase volume and maximize ROI. This partnership combines two very different, but complimentary technologies that will save marketers hundreds of hours of valuable time while optimizing their campaigns, reconciling billing and improving overall return from search engine marketing.

Fathom Online, has a long working history with some of the largest PPC spenders in the market, said Ellen Siminoff, President & CEO of Efficient Frontier. The partnership between Efficient Frontier and Fathom Online is extremely valuable for online marketers as the two companies are now working in tandem to provide consistently higher returns from PPC marketing.

Search engine marketing is widely regarded as the most efficient form of marketing available today, yet its complexity hinders marketers from buying more. Allowing marketers to garner immediate results without the hassle of learning the intricacies of search from the ground up will be an important step for the Industry.

With emerging opportunities in search, such as local search, advertisers are now buying hundreds of thousands of keywords instead of just a few hundred, and as those keyword list complexity continues to grow, rules based bid management solutions become less efficient, said Chris Churchill, President and CEO of Fathom Online. Fathoms initial test campaigns with Efficient Frontier showed incredible results; this is a case where one and one makes three.

About Fathom Online
Fathom Online, a leading search engine marketing firm, publishes the Keyword Price Index to track industry prices of keyword to spot trends and to provide its clients advantageous buying opportunities. Based in San Francisco, New York and Chicago Fathom Online enables marketers to reach the millions of consumers who seek information online on more than 50 search engines, and to convert those inquiries into leads and/or sales. Performance and results are measured, ensuring accountability.

About Efficient Frontier
Efficient Frontier is the leader in data-driven paid keyword optimization services. The Efficient Frontier service predicts the expected return on all variations of keyword bids and automatically selects the optimal mix to create a reliable and consistent higher rate of return. With Efficient Frontier, online marketers can maximize the effectiveness of millions of keywords across all search engines based on their business objectives and marketing budget. Today, Efficient Frontier manages more than $100 million in annual PPC spend, counts 40 of the top 400 search advertisers as clients and manages over 5 million keywords. Headquartered in Mountain View, California, Efficient Frontier is privately held with funding from Redpoint Ventures and Cambrian Ventures. For more information, please visit the company's Web site at www.efrontier.com or call (650) 567-1000.

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