LookSmart Picks Up the Pieces of Primary Knowledge

Share this article:
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.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Video's Going Programmatic, New Study Contends

Video's Going Programmatic, New Study Contends

Some 60% of brands now buy online video programmatically, according to a study from AOL's Adap.TV.

Dollar Growth Rate of Video to Peak This Year

Dollar Growth Rate of Video to Peak This ...

It will increase by 56% to $6 billion, then taper off due to growth in inexpensive mobile placements, says a new study.

Alliance Data Spends $2.3 Billion to Buy Conversant

Alliance Data Spends $2.3 Billion to Buy Conversant

CEO Ed Heffernan says the acquisition "bulks up" the digital marketing power of Alliance and its Epsilon and Loyalty One units.