3Q Acquires iSearch to Combine Data and Personalized Advertising

scott.rayden_headshot Scott Rayden is the Founder of iSearch, a company recently acquired by 3Q. The two companies combined create an exceptional Search and Digital foundation for advertisers. Prior to founding iSearch, Rayden was a part of two of the country’s largest marketing agencies, Quinstreet and LeadClick Media. The Makegood recently spoke with Rayden about 3Q’s acquisition of iSearch.

The Makegood: What are your thoughts on 3Q’s recent acquisition of your company, iSearch Media? Do you believe that the acquisition will be beneficial to both companies?

I’m incredibly excited about the opportunity this acquisition brings to not just our company, clients, and employees, but what this acquisition means for our industry. This acquisition has created what I believe is a very unique agency that now puts us in a position to better engage consumers when and where they need it most. Our deep focus on behavioral data also allows us to be more intelligent about personalizing advertising, which will lead to more efficient advertising for our clients and a better, more meaningful experience for the consumer.

The fact that we can combine the channel breadth of 3Q Digital with the behavioral data focus around search from iSearch Media really positions us to be an innovator and leader in our space for years to come.

The Makegood: What do you believe will be the most important outcome of this acquisition?

We spent an incredible amount of time together to make sure this acquisition is happening for the right reasons. Our culture, our employees, our clients — there are so many areas that really have to be a perfect match. But ultimately, I think what excited everyone the most was how this acquisition will enable us to truly move to a more analytical and behavioral focus that will position us to really innovate in our space. We all believe we have something special here. Something that can change our industry, change the way agencies approach marketing, and simply make advertising better for the brand and consumer.

Our industry is changing rapidly with more and more data becoming available. We are laser-focused on ensuring we use that data in unique ways to better reach, engage, and drive the right kind of connection between consumers and brands.

The Makegood: Why did you take the role of Chief Revenue Officer? Do you believe that the other Chief Officers will be beneficial to the company as a whole?

I’ve spent the last 7 years at iSearch Media focusing on driving strategic revenue growth for the agency. Building relationships, architecting strategy with CMOs, developing partnerships, and working through marketing, brand, and communication strategies is where my heart is at. It’s all about putting the right people in the right seat; moving into the Chief Revenue Officer role does that for me and is the best place for me to contribute to building 3Q Digital into an innovative and leader in the marketplace.

Some things are just meant to be. When we first came together and looked at how our executive team could come together, I think the conversation literally took no more than 10 minutes. 3Q filled our gaps, and we did the same for them. Each executive had a clear role that fit perfectly into 3Q. It’s very exciting, and we are lucky to have such a talented team driving this company and be able to focus deeply in each department.

The Makegood: What do you see for the future of 3Q and iSearch together? What do you see for your personal future with the company?

It’s not every day that you can be a part of something this special. We have incredibly talented people who push, drive, and motivate each other to do great things every day. We have incredible clients that we are passionate to do great work for, and we are in a space that needs a company like ours to innovate and drive meaningful change in how data, consumer behavior, and digital marketing can all come together for the benefit of brands and consumers.

The Makegood: Thank you, Scott.

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