Efficient Frontier Acquires Context Optional For $50 Million

Posted May 8, 2011

Efficient Frontier is an online performance marketing company that has acquired social marketing company Context Optional. The acquisition price was $50 million. This is Efficient Frontier’s first acquisition.

?Our heritage is that we were early in optimizing search engine advertising for clients, so we wanted to expand our efforts exponentially with Context Optional, since social is different than search,? stated Efficient Frontier CEO David Karnstedt. ?We want to help advertisers interested in social media keep engaged and regularly returning customers.?