Even as Google (NSDQ: GOOG), Yahoo (NSDQ: YHOO) and AOL (NYSE: AOL) try to find more ways of driving premium ad sales, most ad networks know that direct response is still where the money is when it comes to display. Online ad firm Adknowledge certainly hasn’t ignored that fact and it’s trying to ad affiliate sales to its list of offerings by acquiring Los Angeles, Calif.-based Hydra. This is Adknowledge’s eighth acquisition in less than three years, but CEO Scott Lynn told paidContent that this doesn’t necessarily mean the company is starting another shopping spree. Terms of this deal weren’t disclosed.
Adknowledge’s Lynn said that Hydra’s affiliate sales offering fills a missing piece in its own business. “There’s been a lot of change in online advertising over the past decade, but affiliate sales haven’t changed a lot,” Lynn said. “The advertiser types have been the same. And Hydra brings us an existing relationship with 14,000 affiliates.”
In return, Adknowledge hopes to connect affiliates to Hydra’s 6,500+ advertiser campaigns. After the two are integrated, affiliates within the combined Adknowledge-Hydra system will have access to over 7,000 cost-per-click and cost-per-action offers through Adknowledge’s Bidsystem platform.