ADOTAS – Long-tail-focused performance marketing network Adknowledge is upping its play in the social sector with the purchase of Facebook ad management platform AdParlor, which grabbed some attention earlier when big-time group-buying site Groupon tapped it as the exclusive platform for its Facebook ad spend.
Reportedly the largest vendor with a Facebook Ads API integration, AdParlor claims to serve a billion impressions a day for both major brands (such as Sony and Ubisoft) and agencies (OMD and Digitas). In addition, the platform offers dynamic creative and bid optimization services. AdParlor runs full-service management of Facebook advertising campaigns in addition to its recently introduced self-service platform, Pulse, which was aimed at agencies.
AdParlor’s Pulse interface will eventually integrated into Adknowldege’s BidSystem, which allows the network’s 10,000 advertisers to target traffic all across the long tail — cross-channel: display, search, mobile and social — through 60 terabytes of anonymous consumer interest data run through predictive technologies.
AdParlor itself will remain independent, with its 20-person team coming aboard the Adknowledge boat but continuing to operate out of its headquarters in Toronto. Cofounder and CEO Hussein Fazal will retain his position.
“We are excited to provide our existing advertiser community access to the most advanced platform to purchase advertising within Facebook,” said Adknowledge CEO Scott Lynn. “AdParlor has consistently proven to be the leading company to help large Facebook advertisers more effectively optimize their ad spend.”