SearchIgnite rebrands as IgnitionOne

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Marketing technology company SearchIgnite rebranded as IgnitionOne on April 11 after taking over some of the audience-scoring and on-site optimization capabilities of sister company Netmining.

Netmining will continue to operate as a US-focused display advertising company. Both IgnitionOne and Netmining are owned by digital marketing services company Innovation Interactive, which also owns digital marketing agency 360i. IgnitionOne clients include General Motors, Ann Taylor and Fiat.

The rebranded company will offer marketers analytics and attribution services to see how their media buys are performing across platforms, in addition to the search display and Facebook advertising campaign management services that SearchIgnite previously provided clients.

Asked why IgnitionOne is relaunching, instead of just folding new capabilities into its previous brand, Will Margiloff, CEO of IgnitionOne, said “it comes down to the fact that SearchIgnite has been doing much more than search for some time, and so the rebrand was important.”

“All of our marketers are big brands, whether they're direct response guys or brand marketers, and they have been asking for simplification in the digital marketing technology landscape,” he said.

IgnitionOne added 75 employees to bring the company's total to about 200 staffers, said Margiloff. He added that “roughly 60%” of the new employees are “technologists,” who will join the company's engineering support teams. IgnitionOne has offices in London, New York, Atlanta, Brussels and Tokyo.

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