The company will provide integrated Internet marketing solutions for advertisers, agencies and Web site operators.
ClickOver is known for its real-time ad management applications for Web sites, called ClickWise and ClickWise Pro. Focalink developed and marketed media planning and outsourced Internet ad management products consisting of MarketMatch, a decision support tool for online media planning and buying, and SmartBanner, an Internet campaign placement and performance analysis service.
AdKnowledge said it will continue to develop, market and integrate these products for both buyers and sellers of Internet advertising. Financial details of the merger were not disclosed.
“What we do, in essence, is give our customers the knowledge they need to make critical Internet marketing decisions; hence our new company name ‘AdKnowledge’,” said Scott Kauffman, AdKnowledge president and CEO.
AdKnowledge claims more than 200 customers including traditional and interactive advertising agencies, Web sites, networks and national marketers, including agencies such as BBDO, Bozell, DDB Needham, DMB&B, J. Walter Thompson, McCann Erickson, Ogilvy & Mather, Saatchi & Saatchi and Young & Rubicam.
Other clients are Anderson Lembke, CKS/Site Specific, i-traffic and Left Field; and media companies CBS Sportsline, Classifieds 2000, Hearst New Media, Internet Travel Network and Kiplingers.
Palo Alto, CA-based AdKnowledge is a privately-held company funded by Kleiner Perkins Caufield and Byers, and the Mayfield Fund. The company said a new corporate site will be up within the next two weeks, at www.adknowledge.com. E-mail and URLs addressed to the former ClickOver and Focalink domains will be automatically forwarded to the new domain.
Marketers' spending on social media has tripled in the past seven years but falls way short of where marketers expected it to be when they peered into their crystal balls in 2009.
Advertisers have been flocking to Snapchat, which now has more daily users than Twitter and is increasingly seen as perhaps the biggest threat to Facebook's dominance in social.
Header bidding is a programmatic technique that allows publishers to offer their inventory through multiple ad exchanges before they serve up ads from their ad server.
YouTube is said to be preparing new non-video features that will allow content creators to interact with their viewers through photos, text posts, links and polls.