NewMediaZero: Ad tool firms to combine bid management into offering

DoubleClick and AtlasDMT have both added search keyword bid management tools to their ad serving product suites, making marketing return on investment a more apples-to-apples comparison when looking across display advertising, email marketing (also included) and paid search. The development poses an immediate threat to tools makers who concentrate on only one discipline. Missing the point completely was the CEO of WSPS, a search campaign optimization software firm: "Just because it's combined with ad serving technology doesn't mean it'll make your search campaign any better."