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Match.com, the internet dating site, has appointed Efficient Frontier to manage the paid search bid optimisation for their UK SEM strategy.

Efficient Frontier will handle the bid and performance management of paid search for Match.com in the UK from the middle of April 2007 in a deal expected to roll out across Match International later this year.

The appointment follows Efficient Frontier’s success with Match.com’s US site where the service launched in August 2006. Efficient Frontier also provides search marketing (SEM) to a number of other IAC businesses including Ask.com, LendingTree, Pronto and ServiceMagic.

Efficient Frontier will work alongside Match.com’s UK online marketing team. James Duggan, Online Marketing Manager at Match.com comments: “We are confident that Efficient Frontier’s unique...

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