Adquant, an Israeli Facebook advertising company, has been acquired by fellow Israeli firm Kenshoo for $12 million, Calcalist has reported.
One might think that advertising on Facebook is simple, but that is not the case. There is a complicated bidding system in place and many algorithms have been developed by various firms, such as Kenshoo, to optimize a company’s budget for buying ads on Facebook.
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Launched in 2012, Adquant is a SaaS company which offers a social advertising platform. Developed as the internal Facebook platform for the Adotomi agency in 2009, one of the first Facebook PMDs, the company asserts that its technology has been market proven by the most demanding Facebook advertisers.
Adquant says that it is deployed by leading advertisers globally with active campaigns running in over 100 countries. 1 in 5 of the top 50 grossing apps on Facebook are running campaigns on Adquant. Its customers include Win.com, William Hill, Matomy Social, eToro and more.
“We are here to empower you. We build technology that will make your campaigns run better and your lives easier, ” the company boasts.
If Adquant, which has an estimated annual profit of about $10 million, is as successful as it boasts then it is no wonder that Kenshoo bought them out.
Kenshoo declares that it is the global leader in predictive marketing software. It says that its mission is to empower every marketer in the world with technology to build brands and generate demand across all media.
It has campaigns running in more than 190 countries for nearly half the Fortune 50 and all 10 top global ad agency network. Kenshoo’s clients include CareerBuilder, Expedia, Facebook, Havas Digital, iREP, John Lewis, KAYAK, Omnicom Media Group, Resolution Media, Sears, Starcom MediaVest Group, Tesco, Travelocity, Walgreens, and Zappos. Kenshoo has more than 23 international locations and is backed by Sequoia Capital, Arts Alliance, Tenaya Capital, and Bain Capital Ventures.
