Facebook Ad solutions provider AdParlor, which has been around the block for quite some years now, has recently been purchased by Adknowledge. It’s a move that will help this large privately held ad network move into the social ad management space. More after the jump.
What’s interesting about this deal is that AdParlor has never raised money to date and the terms of the deal are undisclosed. AdParlor has been managing ad spends on Facebook for companies such as Groupon, Ubisoft, Sega, and other agencies like Digitas that appear on the right side of Facebook. These ads include everything from lead generation to email signups. As part of the deal, AdParlor will continue operating in Toronto and all of the 20 employees will join the company.
Adknowledge acquired Super Rewards in June 2009 to move into the offers space – a move that played out well for Super Rewards although they eventually had to move off of Facebook due to Facebook’s changed terms of conditions. Super Rewards allowed social game players to earn virtual currency through signing up for various offers the company had with advertisers. The move was forecasted to bring in over $250M in revenue.
“The big growth areas over next five years are going to be with brands and agencies. We need a physical presence in places like London, New York City and Chicago, and this merger will help us get into those markets and capture all those new budgets,” AdParlor CEO Hussein Fazal said.
AdKnowledge’s CEO Scott Lynn mentioned that AdParlor’s Pulse system will be integrated into its own ad marketplace in the next three to five months. He stated the company will continue to pursue strategic deals where it can find “new pockets of inventory” for long-tail advertising.
Adknowledge has also bought other businesses in the past, acquiring an online ad network based out of the UK called Media Run in 2007 as well as a social network ad network called Cubics. It purchased Adonomics, a Facebook data-tracking service the year after followed by the acquisitions of social network ad assets of an ad company called Lookery. Lastly it purchased a peer ad network’s called Miva’s assets in a deal worth close to $11.6M. Adknowledge, founded in 2004, looks to benefit from this particular acquisition and add to its long-tail of advertising. The Kansas City-based company has raised over $200M in funding and according to Venturebeat earns over $300M in revenues annually.