Deutsche Post has acquired the German online marketing specialist IntelliAd Media to expand itsservice portfolio in online marketing, especially in the area of search engine advertising.
Jurgen Gerdes, head of Deutsche Post DHL’s mail and parcel division, explained: “Deutsche Postalready provides media agencies, marketing specialists and advertisers with technologyinfrastructure that helps them place ads online more efficiently and effectively. With intelliAd,we further strengthen this position, particularly in the area of search − the largest onlineadvertising channel with high growth potential. And this makes us an even stronger partner for ourcustomers.”
IntelliAd Media specialises in bid management and multichannel tracking. In combination withmultichannel tracking, data from the search engine ads can be brought together with data fromnumerous additional online ad channels in an intelligent way. For advertisers, this makes itpossible to maximise both impact and cost-effectiveness.
The acquired marketing agency is among the leading neutral providers of bid management tools forinternational advertisers and agencies. Search engine ads are inserted via auctions, which involvesbids by keyword and a variety of additional factors that determine the placement on the searchresults page. IntelliAd’s innovative bid algorithm determines the optimal bid for any givensituation so that advertisers can achieve the best possible positioning with the least possibleinvestment, Deutsche Post explained.
IntelliAd managing director Wolfhart Fröhlich said: “With Deutsche Post, we have gained afinancially strong and neutral partner. We see this as a way to further build our competitiveadvantage and continue to develop as a company in this rapidly growing market.”
Along with the bid management tool, the intelliAd platform offers multichannel trackingintegrated into a single user interface. Multichannel tracking makes it possible to depict theso-called “customer journey” − the customer’s path from first contact with the ad through topurchase, revealing the relationships between promotional activities within individual online andoffline advertising channels. With the help of this data, advertisers can achieve synergy effectsand manage their advertising budgets more effectively.
IntelliAd was founded in 2007 and today employs roughly 50 people. As a 100% subsidiary ofDeutsche Post, intelliAd will continue to operate as an independent entity with its current staffand management team.
