Lookery has sold its ad network to rival Adknowledge. San Francisco-based Lookery started out as a third-party ad network on Facebook and has since refocused on collecting user data to help other ad networks target ads. Terms of the deal aren’t being disclosed. Lookery’s site says its network currently serves three billion ad impressions a month across web sites and social networks.
This is Adknowledge’s second purchase related to social network ads; it also recently bought analytics site Adonomics. These new properties will be integrated with Adknowledge’s social network ad company Cubics, which itself claims 10 billion impressions per month.
Lookery has offered especially low rates to third-party apps on Facebook. It has claimed that Facebook’s third-party developer platform is “dead” — something that overall platform data hasn’t shown. Meanwhile, it has been aiming to sell its ad business to another company, one that “is able to both provide you with the same or higher payouts that you are currently receiving and provide the same level of service that you have come to expect from Lookery.”
Going forward, Cubics will maintain the ad rates that Lookery has guaranteed some clients, the two companies say.
Meanwhile, Lookery plans to begin selling its data service to other ad networks on December 1st of this year.
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