Mountain View-based Efficient Frontier announced this morning that the firm has expanded into Asia, and appointed a new General Manager of its Asia-Pacific business. Efficient Frontier, which is venture backed by Redpoint Ventures and Cambrian Ventures, said it has appointed Sammy Hsieh to the new position, to manage the firm's Asian, Australian, and Japanese operations. Hsieh joins the firm from Yahoo! in Hong Kong. Efficinet Frontier provides search engine marketing (SEM) technology to advertisers.