Proprietary platform offers superior approach to managing bids and budgets, says company’s co-founder and EVP Marc Poirer
Editor’s Note: From time to time, we run stories by members of the Yahoo!-Bing Preferred Partner Program that offer expert advice and insights into SEM technology and improving the advertiser experience. Now we’d like 
to give you a closer look at the four partners themselves, beginning with Acquisio. Today we introduce you to Marc Poirer, co-founder and EVP of Business Development for Acquisio, who talks about the future of digital marketing, Acquisio’s unique offering, and his choice for favorite Internet sensation of 2012. Stay tuned for more partner profiles in the coming weeks.
Yahoo! Ad Blog: Where do you think digital marketing will be five years from now?
Marc Poirer: Over the next five years, digital marketing will start to become just marketing. In other words, television advertising will go digital, and print advertising will continue to become more and more digital as publishers continue to phase out physical print publications in favor of a digital-only model.
YAB: What does Acquisio offer that’s unique and sets you apart from your competition?
MP: Ours is the only platform to offer near real-time optimization for paid search. It provides advertisers a more sophisticated approach to bid and budget management, which delivers optimal results across the board.
Agencies and large advertisers also find that our reporting-automation capabilities can save them 90% of the time they spend building client reports---a task that often takes up to half of all their time. Finally, we integrate paid search, Facebook, and display advertising with one tracking and attribution technology, which helps marketers see the true value of display advertising in a cross-channel effort.
YAB: Does your company have one unifying principle that all employees should live by---regardless of job title or level?
MP: Yes, we all work toward making our clients more successful, which in our case means delivering optimal results across all channels. We do that by automating all of our customers’ “robot work,” saving them time, and providing them with a great user experience in a platform that’s very easy to use without sacrificing the power tools that marketers need to do their day-to-day work.
YAB: What does being a part of the Preferred Partner Program mean to you?
MP: It means we have a seat at the table and have an opportunity to influence decisions that will impact the world of advertising. It’s very exciting, and we take our role in the PPP very seriously.
YAB: What advantages would a client have when using your products to manage their campaigns instead of building their own in-house tools?
MP: By using our tools, they wouldn’t waste millions of dollars and spend several years building a platform that will likely be antiquated by the time they finish it. If an advertiser or an agency is interested in building their own platform, it's a much smarter investment of their time and money to talk to us first, so we can assess how we can build a product to their specifications using our existing infrastructure.
YAB: Can you describe what your products offer users in one word?
MP: Results
YAB: Let’s get serious for a moment. Which of these Internet sensations is your favorite: McKayla Maroney’s scowl, #hashtags, Gangnam Style, or Grumpy Cat?
MP: Grumpy Cat. Seriously.
