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Ellen Siminoff is the CEO of search advertising agency Efficient Frontier, having previously been part of the founding executive team at Yahoo!
Efficient Frontier applies mathematical models developed on Wall Street to calculate the best keyword prices and positioning advertisers should go for, and now manages over $250m in media spend.
Having recently launched an office in the UK, she talked to us about the company's plans to expand globally and into new areas of online advertising.
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