Adknowledge Expands to Facebook, Acquires AdParlor
Leading the long tail marketplace, Adknowledge has a pretty strong foothold in every type of advertising (in-game, email, etc.), except Facebook. In order to tackle this particularly lucrative area in advertising, they finally completed the acquisition of AdParlor, a leading Facebook Ads management platform. Facebook advertising revenues are expected to grow to about $4 billion in 2011 to over $22 billion in 2016 with 41 percent compounded annual growth rate in the next five years.
Financial details of the acquisition were not revealed, but it’s certainly a substantial buy for Adknowledge, as the company readily admits. With a strong presence on Facebook and some high profile clients (AdParlor is the exclusive publisher for Groupon’s Facebook ads), they’re the catalyst behind some one billion of Facebook’s daily impressions. AdParlor is now looking to further branch out beyond gaming as well, making the acquisition a really significant move for both parties.
“We are excited to provide our existing advertiser community access to the most advanced platform to purchase advertising within Facebook,” said Scott Lynn, CEO, Adknowledge. “AdParlor has consistently proven to be the leading company to help large Facebook advertisers more effectively optimize their ad spend.”
With Adknowledge’s thousands of advertisers, AdParlor will be able to expands its advertiser base who are already aware of bidding on traffic through Adknowledge’s bidsystem.
The AdParlor team and headquarters will remain in Toronto, Canada to deliver both full-service managed Facebook advertising solutions and self-service Facebook promotion and marketing services.
“I think for us we look at gaming, local deals, etc. as an area for growth for brands and agencies as they put more money in social ads, especially Facebook,” says AdParlor CTO Kristaps Ronka. “Adknowledge will help us with that, even with multiple office locations they already have.”
Contributors: Kristina Farrah
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