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Adknowledge Buys Hydra For Affiliate Ad Sales Boost

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.

One Response to “Adknowledge Buys Hydra For Affiliate Ad Sales Boost”

  1. lajim11

    As a former advertiser who burned through 30k in the last 5 months i hope this will create more transparency to the advertiser but after hearing from my account executive who is no longer with them how they create smoke and mirrors to shield the data from the advertiser on their platform I’m not hopeful that will happen. I would not recommend them to anyone, and found my assigned account manager apathetic to my concerns the few times she did respond to my inquiries. At least for Debt Settlement they have not delivered!