Adknowledge, Inc.

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Adknowledge, Inc.
File:Small Adknowledge logo.jpg
Private
ISIN🆔
Industry
Founded 📆Kansas City, Missouri
(2004)
Founder 👔
Headquarters 🏙️,
4600 Madison Avenue, 10th Fl.
Kansas City, Missouri 64112
,
USA
Area served 🗺️
Key people
Scott Lynn, Founder & Chairman
Ben Legg, CEO
Marco Ilardi, President
Members
Number of employees
330+ (2014)
🌐 Websiteadknowledge.com
📇 Address
📞 telephone

Founded in 2004, Adknowledge is a digital advertising technology company headquartered in Kansas City, Missouri, USA, with offices around the world. Adknowledge has built platforms that setup, manage and optimize performance for digital advertising campaigns, including video advertising on YouTube, Facebook and native, mobile, apps, email and content recommendation,[1] for agencies and leading brands such as Range Rover, LG and L’Oréal.[2] The company also works with publishers to help them monetize their sites and lists.[3]

History[edit]

Adknowledge was founded by Scott Lynn, who led the company as President and CEO until 2012 when then-COO Ben Legg (former COO for European Directories and Google Europe) became CEO.[4] In a 2013 interview, Legg described digital marketing as the new customer research. The firm made news at 2013's ad:tech San Francisco conference with an invitation-only party on Alcatraz.[5] The company produced a video that documented the evening.[6]

Funding[edit]

In 2006, Adknowledge raised $48 million from Technology Crossover Ventures,[7] which retains an undisclosed ownership stake. In 2011, Adknowledge raised $200 million in D&E financing to fund growth and company acquisitions.[8]

Acquisitions and Growth[edit]

Adknowledge has grown organically and through acquisitions.[9] This includes purchases of Super Rewards[10] (sold in 2012),[11] Miva,[12] Cubics, Lookery,[13] Media Run, Adonomics,[14] Hydra Group,[15] AdParlor,[16] SocialWeekend,[17] Giant Media and TriVu Media.[18]

In November 2011, Adknowledge acquired Toronto-based AdParlor, a provider of social media advertising and management, which had more than a billion daily impressions on Facebook.[19] In April 2012, Facebook merged the preferred developer consultant and marketing application programming interface developer programs into one program, named the Preferred Marketing Developer program, of which AdParlor was an initial member. At creation, the program included 232 member companies in 35 countries.[20] On September 20, 2012,[21] Facebook designated AdParlor a Strategic Preferred Marketing Developer (sPMD) for Ads and Insights.[22] Only 14 companies in the world have the sPMD status.[23] Facebook revamped the program in 2015, renaming it the Facebook Marketing Partner program; AdParlor remained a member. In November 2013, Twitter named AdParlor as one of its Ads API partners, making it one of a small handful of specialists with preferred status with both Facebook and Twitter.[24]

In March 2014, the firm announced that it had acquired Giant Media, a digital video advertising and distribution platform.[25]

In July 2014, Adknowledge made its second digital video-related acquisition in four months with the purchase of TriVu Media, which specializes in targeted placement of ads on YouTube videos.[26] [27]

On January 19 2015, Adknowledge announced an agreement with Malaysia-based telecommunications company Axiata to create "Adknowledge Asia", which focuses on digital advertising in the Asia-Pacific region. The new entity is based in Singapore.[28]

Global Presence[edit]

Adknowledge has more than 300 employees located on four continents.[29] In addition to the corporate headquarters in Kansas City, Adknowledge has North American offices in: San Francisco, New York City, Los Angeles, Detroit, Fort Myers, and Toronto. The firm has overseas locations in London, Paris, Munich, São Paulo, and Singapore.

Reception[edit]

In April 2013, leading industry publication Adotas ranked Adknowledge's email channel as the best in the industry for performance.[30] CNBC once featured Adknowledge in an article entitled "Who's the Next Google?"[31] The Wall Street Journal said, "Adknowledge provides performance, or cost-per-action, advertising for companies looking beyond traditional search engines such as Google and Yahoo."[32]

On June 19, 2013, CEO Ben Legg was a guest on Bloomberg TV's Bloomberg West daily news show.[33] He talked about advertising strategy on Facebook and the ways brands can carefully target ads to users. In August 2013, InsideCounsel magazine named Adknowledge's legal department as one of its 10 Most Innovative[34] in an annual issue, joining 3M and The Hartford, among others on the list.

One of the Best Places to Work[edit]

Careers website Glassdoor.com named Adknowledge as one of the best U.S. companies to work for in its 2014 Employees' Choice Awards survey.[35] Adknowledge ranked #24 on the midsize list, which covered a total of 50 companies with between 250-999 employees, and based in the United States. On the heels of that honor, Glassdoor named CEO Ben Legg to its list of 2014's best chief executives for small to midsized companies.[36]

References[edit]

  1. Case Study | http://www.thebridgecorp.com/pdfs/BridgeMarketing_AdknowledgeCaseStudy.pdf
  2. AdParlor website | http://www.adparlor.com/
  3. Adknowledge website | http://www.adknowledge.com/publishers/
  4. ad:tech London website | http://www.ad-techlondon.co.uk/speakers_detail.aspx?Id=S626
  5. AllVoices article | http://www.allvoices.com/contributed-news/14295726-from-partying-at-alcatraz-to-free-giants-tickets-theres-a-lot-happening-at-adtech-san-francisco-this-year
  6. Vimeo video | http://vimeo.com/65686892
  7. VentureBeat article | http://venturebeat.com/2010/06/21/adknowledge-hydra/
  8. Techcrunch article | http://techcrunch.com/2011/01/12/hold-the-phone-adknowledge-actually-raises-200-million-plans-acquisitions/
  9. CrunchBase page | http://www.crunchbase.com/company/adknowledge
  10. Financial Times | http://blogs.ft.com/tech-blog/2009/07/brewers-midas-touch/
  11. TechCrunch article | http://techcrunch.com/2012/08/16/playerize-adknowledge-super-rewards/
  12. Venture Beat article | http://venturebeat.com/2009/03/16/adknowledge-acquires-mivas-media-division-for-116m/
  13. Inside Facebook | http://www.insidefacebook.com/2008/11/07/adknowledge-acquires-lookerys-ad-network/
  14. Reuters | http://www.reuters.com/article/2008/11/03/idUS208048+03-Nov-2008+MW20081103
  15. Business Journal article | http://www.bizjournals.com/kansascity/stories/2010/06/21/daily3.html
  16. Business Insider article | http://articles.businessinsider.com/2011-11-01/tech/30344811_1_advertising-undisclosed-sum-tail
  17. http://finance.yahoo.com/news/adknowledge-announces-acquisition-socialweekend-labs-174949763.html
  18. AdExchanger article | http://www.adexchanger.com/the-video-audience/adknowledge-makes-another-video-ad-quisition/
  19. TechCrunch article | http://techcrunch.com/2011/11/01/adknowledge-acquires-facebook-ad-management-platform-adparlor/
  20. Facebook Officially Merges Partner Programs | http://allfacebook.com/facebook-officially-merges-partner-programs_b86457
  21. Facebook Establishes Elite Partner List, Social network announces Strategic Preferred Marketing Developer program | http://www.adweek.com/news/technology/facebook-establishes-elite-partner-list-143882
  22. Facebook website | https://developers.facebook.com/preferredmarketingdevelopers/spmds/
  23. Facebook sPMD site | https://developers.facebook.com/preferredmarketingdevelopers/spmds/
  24. Mediabistro article | http://www.mediabistro.com/alltwitter/adparlor_b51268
  25. Media Post article | http://www.mediapost.com/publications/article/221102/adknowledge-buys-video-platform-giantmedia.html
  26. MediaPost article | http://www.mediapost.com/publications/article/229199/adknowledge-goes-all-in-with-video-acquires-trivu.html
  27. Yahoo article |http://finance.yahoo.com/news/adknowledge-acquires-video-advertising-platform-183417258.html
  28. The Times of India article | http://economictimes.indiatimes.com/industry/services/advertising/axiataadknowledge-partner-to-tap-apacs-47-bn-digital-advertising-market/articleshow/45945367.cms
  29. TechCrunch article http://techcrunch.com/2011/11/01/adknowledge-acquires-facebook-ad-management-platform-adparlor/
  30. Adotas article | http://www.adotas.com/2013/04/adotas-ranks-adknowledge-1-in-email-ad-performance/
  31. CNBC article | http://www.cnbc.com/id/35814013
  32. Wall Street Journal Article | http://blogs.wsj.com/venturecapital/2010/07/29/the-100m-revenue-club-adknowledge-weaves-web-of-ads/
  33. Bloomberg TV segment | http://www.bloomberg.com/video/the-secrets-of-internet-advertising-04nhlY1yTm6f8LxhgOqrYA.html
  34. http://www.insidecounseldigital.com/insidecounsel/september_2013#pg42
  35. Glassdoor List | http://www.glassdoor.com/Best-Medium-Sized-Companies-to-Work-For-LST_KQ0,39.htm
  36. Glassdoor.com list | http://www.glassdoor.com/25-Highest-Rated-CEOs-at-SMBs-LST_KQ0,29.htm

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