Home  › Social › Social Media

AdKnowledge Snatches Up AdParlor, 'Largest' Facebook Ad Platform

  |  November 1, 2011   |  Comments

AdParlor is said to be a top revenue earner in emerging field of Facebook ad tools.

AdKnowledge, a performance-based ad network focused on the long tail, has acquired Toronto-based AdParlor, a three-year-old Facebook ad platform that manages over a billion impressions per day of the social network's ubiquitous right-margin placements.

AdKnowledge CEO Scott Lynn said his company's due diligence convinced him that AdParlor is the biggest revenue earner among a growing field of ad technology firms offering Facebook campaign management.

AdParlor's three main customer types are Facebook game publishers, online direct marketers, and brand advertisers. It worked primarily with the first group in its early days, and today has relationships with "pretty much every game developer on Facebook," according to CEO Hussein Fazal.

The second group, marketers keen to drive traffic to their own sites, most notably includes Groupon, which relies exclusively on AdParlor for its Facebook PPC campaigns. The third group consists of large brand advertisers that want to drive traffic to their Facebook Pages, a major growth opportunity that Fazal believes will be accelerated by AdKnowledge's global reach.

Fazal said, "We feel that category is going to be the largest and fastest growing category. With a bootstrap office in Toronto it's difficult to get those clients."

AdKnowledge operates a large ad network focused on inventory in e-mail, search, games, and other venues. It previously acquired Miva, Super Rewards, and Hydra, and its top ad buyers include Ubisoft, SEGA, OMD, and Digitas.

According to AdKnowledge's Lynn, the company has over 10,000 unique offers live on its network, which are spread across 1,200 categories ranging from broad subject areas like home improvement to specific ones, for instance "steel-toed boots."

AdParlor's executives and entire staff will remain in place at the company's Toronto offices. Deal terms weren't disclosed.


Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!



Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.




  • SEO Specialist
    SEO Specialist (Marcel Digital) - ChicagoSearch Engine Optimization (SEO) Specialist   Marcel Digital is an award winning digital marketing...
  • SEO / SEM Manager
    SEO / SEM Manager (CustomInk) - FairfaxAre you a friendly, motivated, and inquisitive individual? Are you a positive, out-going leader? Are you...
  • SEO Analyst
    SEO Analyst (XO Group) - New YorkSEO Analyst @ XO Group About this Job, You and Our Team: The XO Group SEO Team is looking for you, a passionate...