SUNNYVALE, Calif. and SYDNEY, Australia – October 17, 2011 – Efficient Frontier [] today announced that it has extended its international footprint with the acquisition of Downstream Marketing, the largest provider of digital marketing technology and services in Australia. The acquisition provides an opportunity to accelerate growth internationally as well as across emerging mediums such as social and mobile. Terms of the deal were not disclosed.

“The acquisition of Downstream Marketing represents a key milestone for Efficient Frontier as we capitalize on the huge market opportunity that exists outside of the U.S.,” said David Karnstedt, CEO and President of Efficient Frontier. “By acquiring a market leader in a key growth region, we will be able to provide new opportunities for our global customer base.”

Downstream Marketing has been a partner of Efficient Frontier since 2006, licensing its platform and providing search and display marketing for its clients. Downstream Marketing has captured significant market share, having grown twice as fast as the general market. They serve many of the leading digital marketers in the region including American Express, Avis, Sun Corporation, Vodafone, Westpac and Weight Watchers.

“For the past five years, Downstream Marketing has successfully deployed Efficient Frontier’s platform to manage digital marketing for our name-brand clients,” said Steve Knowles, CEO of Downstream Marketing. “We’re excited to officially join forces with them to expand our product offerings in our market as well as provide additional global reach to Efficient Frontier’s existing client base.”

Per the Australian Interactive Advertising Bureau (IAB), online advertising expenditure in Australia reached $2.45 billion, up 20% YOY in the 12 months ending June 30, 2011. Search was up 23% YOY, and Display was up 12% YOY. The online advertising business is on track to surpass $3 billion in 2012.

About Efficient Frontier
Efficient Frontier is a leader in online digital marketing, managing search, display and social media campaigns for advertisers and agencies around the world. Efficient Frontier currently manages more than $1 billion in annual digital marketing spend on behalf of its clients globally.

In May 2011, Efficient Frontier acquired Context Optional, the leading provider of social marketing management solutions for global brands on the leading social networks, including Facebook and Twitter. Context Optional’s Social Marketing Suite enables global enterprises to build, manage and measure their brand presence, and engage their fans to increase mindshare, word of mouth, customer loyalty and website traffic. Together, Efficient Frontier and Context Optional offer a complete solution for brands to acquire, activate and drive value from fans and followers.

Efficient Frontier is headquartered in Sunnyvale, California, with offices in New York, Chicago the United Kingdom, France, Germany, and India, and technology licensing partnerships in Japan and Hong Kong. Context Optional is headquartered in San Francisco. Efficient Frontier is a privately held company with funding from Redpoint Ventures and Cambrian Ventures. For more information on Efficient Frontier, visit and for Context Optional visit

About Downstream Marketing
Downstream Marketing is Australia’s leading provider of digital performance marketing solutions, managing search, social and display advertising for a range of clients across the financial services, travel, technology, telecommunications and online retail sectors. Utilizing market-leading optimization technologies developed by Efficient Frontier, Downstream Marketing maximizes performance from digital marketing investment by household brands in Australia & New Zealand. Headquartered in Sydney, Downstream Marketing services clients located across Australia and New Zealand.

Published on: 11:05AM on 18th October 2011