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Digital Marketing Leaders Covario and Kenshoo Form Strategic Alliance

By Anil Sharma
TMCnet Contributor

Covario and Kenshoo have entered into a strategic agreement that includes software licensing and technology integration to deliver innovative search and social marketing solutions for enterprise advertisers.

As part of the agreement, Covario, an independent provider of search engine marketing and SEO (search engine optimization) software solutions, will utilize Kenshoo's digital marketing software to enable scalable online media buying and optimization on behalf of several global enterprise clients for both paid search and paid social advertising.

Officials with Covario said that additionally, the companies will co-develop a fully-integrated paid and organic search solution for global digital marketers, leveraging the company’s SEO technologies, including Covario Organic Search Insight and Covario Organic Search Optimizer, together with Kenshoo's online campaign management products Kenshoo Enterprise, Kenshoo Local, and Kenshoo Social.

"We are delighted to be powering the search engine marketing practices of Covario, which has emerged as one of the nation's leading search marketing agencies," said Yoav Izhar-Prato, chief executive officer of Kenshoo, in a statement.

"The advanced algorithms in our paid search and social media buying platforms will be an asset as Covario scales to serve an expanding base of global enterprise clients,” said Izhar-Prato.

He said that the company looks forward to working with Covario on the integration of their sophisticated SEO technologies with the Kenshoo Universal Platform to develop a holistic solution for global search marketers.

The companies cited three factors driving their partnership: the double-digit growth of paid search spending by enterprise marketers globally, the rapidly growing budgets for Facebook (News - Alert) advertising and other paid social media campaigns, and the proven benefits of holistic management of paid search and SEO.

"The Covario-Kenshoo solution will allow search marketers to drive improvements in the performance of both their paid and organic search programs through integrated analytics," said Russ Mann, chief executive officer of Covario.

Mann said that Kenshoo is a leader with respect to biddable paid search and social media advertising software, while Covario was recently named 'best in SEO technologies' by Forrester Research (News - Alert).

“This partnership will have a turbo-charging effect not only on our agency services, but also in support of the joint clients we serve and the industry as a whole as our mutual technologies and strategies are optimized," he said.

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