02.03.2004

European SEM Alliance Launches

Several European search engine marketing firms have formed an alliance. Called E-SEMA (European Search Engine Marketing Alliance), the group consists of Italy's Ad Maiora; France's 1ère Position; Spain's Attraczion; and Germany's metapeople. Since the four firms in the alliance offer closely overlapping services, the deal is ultimately more about giving clients access to regional search marketing expertise than enhancing toolsets. "You want to have a local player who has a personal connection to the region. This deal provides [customers] access to local media, including small niche networks," said Massimo Burgo, Ad Maiora's San Francisco branch manager, at the Search Engine Strategies conference in New York.