The Facebook advertising ecosystem is contracting: Adknowledge is acquiring AdParlor for an undisclosed sum.
Adparlor specialises in selling advertisements in Facebook’s right-hand column, a unit that Adknowledge CEO Scott Lynn told us his company had difficulty selling.
Adknowledge was ranked 18th on our Digital 100 list with an estimated valuation of $900 million. It is an ad-network, and within Facebook it focuses on the smaller applications and brands, the “long-tail” opportunities.
AdParlor had a few big clients of its own. It managed all of Groupon’s Facebook advertising buys, and it worked with Ubisoft, Digitas, and Sega.
AdParlor’s team of 20 will remain in their Toronto, Canada headquarters. Adknowledge’s staff increases to roughly 300 people.
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