Social Marketing Is the New Black: Efficient Frontier’s Karnstedt and Context Optional’s Barenblat Discuss

Last week, I dropped by the offices of Context Optional in San Francisco to talk about its recently announced $50 million acquisition by Efficient Frontier.

Online performance marketing firm Efficient Frontier bought the social marketing software and services start-up–its first acquisition, in fact–to add a big dose of social to its largely search-focused repertoire.

With social in ascendancy, having such an offering has become a key part of the advertising ecosystem and increasingly important to marketers.

Here is my video interview with Efficient Frontier (and former Yahoo sales exec) David Karnstedt talking about the deal with Context Optional’s Kevin Barenblat: