Advertising - Friday, November 7, 2008
Adknowledge Double-dips With Buy-out of Facebook Ad Network Lookery
Kansas City's (yes Kansas City's) Adknowledge has acquired the ad network business of SF-based Lookery for an undisclosed amount. Lookery stresses that the company still exists as a stand-alone entity and that it only sold its ad network business. The business that Lookery will be in going forward is in collecting anonymous demographic data which is sells to ad networks.
Adknowledge raised $48M in funding in 2006 from Technology Crossover Ventures. Adknowledge previously bought Lookery's rival in the social ad network Cubics. Lookery raised a total of $3.15M, mostly from angel investors like Reed Hunt.
Two weeks ago, Lookery Founder Scott Rafer indicated that traffic on Facebook developers pages had fallen by half due to a Facebook redesign - not good for an ad business which relies on page views. Lookery's ad network business had low margins given that it guaranteed publishers 7.5 cent CPMs. Even if Lookery's take was twice that the still have to pay server costs which eats up their profits. Their new data model is likely a better business. Some in the blogosphere are hailing this another win for Rafer but even he is saying this was a small deal.
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First of all - we are based out of San Francisco, and Boston - NOT Palo Alto. Thanks for the coverage, and yes, Lookery only sold off part of the business - the ad network. We are in full swing as far as audience data goes. Come by our site and sign up for your own account - www.lookery.com - and start amplifying your audience data.
Rex
Posted by: Rex Dixon at November 7, 2008 02:55 PM
Have they not been able to adjust their monetization to depend on another metric, like visit duration?
7.5 cents is teeny!
Posted by: Easton Ellsworth at November 7, 2008 06:35 PM
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