In a move to help advertisers and agencies better manage their digital marketing campaigns, Fathom Online, a leading Search Engine Marketing firm, announced the formation of a new data solutions business unit. Fathom Data Solutions (FDS) has developed an automated data platform that enables advertisers to integrate their sales, website and affiliate data with more than 30 different search engines, online publishers, tracking and optimization companies, such as Google, Yahoo, MSN, Mediaplex and DoubleClick DART.

Called Triton, the web application platform integrates these disparate sources of data and delivers them daily to advertisers' desk tops, so that they can quickly see a dashboard of their complete sales and marketing effort. With that information, advertisers can scale and optimize their campaigns over a much broader set of publishers in a much shorter time frame.

Industry practices typically rely on manual pulling of data that is costly, heavily labor intensive, limited in scope and plagued by inaccuracy. Triton solves those problems, and enables inexpensive scaling for any digital marketing campaign regardless of scope.

"Automated data collection reduces costs, saves time and most important, greatly improves accuracy, which will pave the way for auto optimization in the near future," said Chris Churchill, CEO and founder of Fathom Online.

"Triton is a highly scalable platform that allows digital marketers to obtain all their information in a consistent, normalized way," said Mike Goos, Vice President of Product Management, and Fathom Online, who, along with Scott Wade, Chief Technology Officer of Fathom, headed the team that developed the platform.