LookSmart Picks Up the Pieces of Primary Knowledge

Share this content:
Web directory LookSmart has hired the three founders of Web analytics firm Primary Knowledge and licensed the company's technology platform. The directory expects the moves to improve its tracking, reporting and optimization capabilities.

Financial terms of the acquisition of Primary Knowledge's technology were not disclosed.

LookSmart said it hired Peter Adams, Primary Knowledge's former CEO, as its chief technology officer. It also named David Sabel vice president of product development and Matt Grosso vice president of technology.

The Web directory said it would integrate Primary Knowledge's technology into its commercial search listing operations and offer improved tracking, capture and utilization of online marketing data.

"Commercial search is the new frontier of interactive marketing," Adams said. He noted he hopes to help LookSmart improve the relevancy of its listing products and to improve results for its customers.

Primary Knowledge closed in June, two years after it was founded. The company positioned itself as an outsourced provider of Internet-based business intelligence and warehoused and mined data from log files, registration and transaction databases, ad servers and outbound and inbound e-mail servers. Customers of Primary Knowledge included the White House, IBM, Dow Chemical and Johnson & Johnson.


Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above