K2 Design Selects AdKnowledge

Palo Alto, CA-based AdKnowledge Inc. said that K2 Design selected its SmartBanner to
manage, serve, and report on clients’ Web advertising campaigns.

K2, a New York City-based interactive advertising agency, uses SmartBanner to
serve in excess of 30 million impressions per month for its clients.
Financial arrangements were not disclosed.

AdKnowledge’s SmartBanner serves and reports on ads across more than 650 Web
sites. The company was formed as a result of the merger of ClickOver and
Focalink Communications.

“K2 is constantly seeking out better ways to maximize advertiser ROI through
interactive advertising,” said Joe Apprendi, senior vice president, media and
promotion at K2. “And some of the best new capabilities are those from
AdKnowledge. We’re one of the first interactive ad agencies to standardize on
a centralized ad serving service, and we chose SmartBanner as our strategic

K2 is using SmartBanner to provide “closed-loop media reporting” which
enables K2 to report to clients how ads on each Web site are performing,
not only against click-through rates but also with factors such as leads
and e-commerce transactions.

“We’ve integrated our back-end reporting system with SmartBanner ad serving
to manage media activity against client-specific buy objectives, not simply
click-rates,” said Apprendi. “This integration enables K2 and its clients to
quickly quantify campaign success based on cost-per- order and revenues per
customer, while matching this information back to the media source.”

SmartBanner enables K2 to respond to campaign results by rotating ads and
changing creatives immediately.

K2 has also been a long-time user of AdKnowledge’s MarketMatch, an
independent Web campaign management solution for ad agencies and advertisers.

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