Marin Software 'locks in' search ad positions with new service

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San Francisco—Online ad management company Marin Software has introduced a technology that helps assure a high position for paid search ads, the company said in a statement. Called PositionLock, the technology senses shifts in ad position throughout the day, based on keyword bidding by competitors, and automatically changes bids to preserve the position of a company's ad. Keyword bids and data based on user-defined position goals are analyzed hourly. To achieve a desired position, historical performance and auction conditions are continuously factored into bid calculations, which are quickly pushed to the ad publisher. The technology also considers lifetime value of a customer and seasonality, the company said.
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