DISQUS

Chris Zaharias · 2 years ago

There's also a very interesting firm [which I work for] called Efficient Frontier that's been applying quant math to how best to value and optimize paid keywords on search engines.

The future of everything from airplane ticket pricing, to advertising optimization, to equity trading is... algorithms.

Rockwell · 2 years ago

Chris, I've always wondered: why doesn't Efficient Frontier apply its software to affiliate marketing, as opposed to only soliciting clients (or do you already)? I would think that you would be able to make huge money in arbitrage if the system works as well as I've heard.

Chris Zaharias · 2 years ago

A couple reasons, Rockwell. First, our advertiser clients share their conversion data with us and might be nervous about us competing with them on keywords. We would never use their data for anything other than optimizing their own ppc campaigns, but some of them would be nervous nonetheless.

Second, we continue to have more business available to sign than we can handle, so we have to pick and choose where we allocate our resources. In that context, growing advertiser spend with good, long-term relationships is job #1 and is what'll lead to the best valuation for us long-term. Doing arbitrage would make us $$, but the enterprise value to a potential acquirer of those arbitrage efforts probably wouldn't be as high as of that manpower were applied to getting another $100M in spend under management.

Rusty · 2 years ago

Hi Chris, does this company that you speak of do joint ventures and if so, could you send me more info?.

Thanks,Rusty

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