Best known for its rich media ad tools, Eyeblaster has been expanding its capabilities - and has now launched a search marketing campaign management suite.

With the new Eyeblaster eb.search, clients will be able to manage search, display, video and in-game ads from the same interface. eb.search will offer pay-per-click (PPC), return on investment (ROI) and cost per acquisition (CPA) tools.

The suite is the logical progression of Eyeblaster's launch last fall of its Advertising Campaign Manager (ACM) product (earlier tested as AdVision) for rich media, ClickZ quotes Eyeblaster GM of North America Doug McFarland as saying. He adds that Eyeblaster has "always thought of rich media as a niche business, part of a larger campaign management platform."

Eyeblaster in May added video ad management capability, and in June it partnered with RealNetworks to launch casual-gaming ad platform eb.in-games. The company is plannig a rebranding effort centered around a Swiss Army knife theme (see graphic).

In the North America market and in Australia, eb.search can be used either by integrating with Eyeblaster's digital ad server or by using eb.search as a standalone system. In the company'ss other international markets, eb.search is available only as an integrated offering.