Fathom Campaign Tool Integrates Varied Search Data

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Search engine marketing firm Fathom Online today debuts a technology allowing advertisers and agencies to analyze campaign data from 30 search engines and tracking companies, such as DoubleClick DART.


The Triton technology differs from other programs in its expansiveness, tracking campaigns across search marketing companies such as Coremetrics, engines including Google and Yahoo and other types of search firms such as Miva, Efficient Frontier and Kanoodle.


Moreover, it is not just a tracking system and is not limited to tracking impressions, click-throughs and cost per clicks.


"It is a standalone data integration system," said Chris Churchill, CEO of Fathom, San Francisco. "Not only do we have more than 30 media partners, but we are able to normalize the data they send to us and make adjustments if one is performing poorly."


Triton reports on online activity, including search engine clicks, impressions, cost per click, cost per acquisition and keyword pricing. A special feature tracks campaign spending over and under budget, alerting media managers in time to make corrections.


Triton automatically collects data 24 hours a day by directly connecting to the application program interfaces of search engines and tracking companies. Typically, the industry relies on manual pulling of data, which is costly, labor intensive and "plagued by inaccuracy," Fathom said in a statement.


Triton also integrates advertisers and publishers' sales information so they can determine budgets and revenues.


Christine Blank covers online marketing and advertising, including e-mail marketing and paid search, for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


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