AdParlor's technology integration with Twitter matched up to what Facebook required, said Blake Smith, AdParlor's senior product manager. Since Facebook's advertising platform grew so quickly, with new tools and offerings coming almost weekly, the process helped prepare Adknowledge for whatever Twitter may throw at it.
"Facebook went through some growing pains and so we're prepared for any of the potential challenges that come from Twitter's platform," Smith said. "Twitter has taken their time to set things up the right way, but if there are any hiccups along the way, we're ready to take them on."
As a performance specialist, AdParlor mostly works with direct response and lead gen marketers. But it's starting to see brands like Coca Cola take an interest in hybrid campaigns that look to drive an immediate action as well as brand awareness and affinity. As a result, its pricing structures vary.
"We try to make it as simple as possible, so we're pretty flexible when it comes to our pricing models," Raickovic said. "For clients that are very sensitive to pricing fluctuations, we'll offer a fixed price, whereas for others, we charge based on percentage of media spending. There's also volume discounts that we offer depending on the scope of a campaign."
AdParlor plans to introduce products specifically for Twitter that differ from what it does on Facebook. As such, it has already grown its staff by 25% over the past year, though it declined to provide a specific number of employees.
Adknowledge has been an active acquirer since its founding nine years ago. It bought AdParlor two years ago, and made its 10th acquisition (of SocialWeekend Labs) back in April.