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IAC's Ask.com Acquires Domain Name Monetizer Sendori

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Ask Sponsored Listings, a division of Ask.com (itself a subsidiary to IAC) has acquired Sendori, a startup that introduced interesting advertising exchange technology about two years ago that enabled advertisers to purchase direct navigation traffic generated by top tier domain names, bypassing PPC advertising providers like Google and Yahoo when it comes to monetizing parked domains.

Sendori developed the technology, dubbed PureLeads and patent-pending, to enable both search advertisers and domain owners to benefit from typed-in domain traffic based on the highest auction bids. With rates for PPC (Pay-per-click) dramatically dropping the past few months, Sendori was quickly becoming a nice alternative for domain name owners who traditionally looked no further than the usual suspects offering PPC advertising deals.

Seems like a good match with Ask Sponsored Listings, an Ask.com unit which focuses on keyword targeted advertising on a rather large (+100) network of sites including properties like Match.com, TicketMaster, Ask.com, Evite, CitySearch, CNet, etc. Ask.com has also actively been purchasing valuable domain names and websites like Dictionary.com, Reference.com and Thesaurus.com. Sendori’s client roster includes names like Netflix, GEICO, Hewlett-Packard and other familiar brands.

The terms of the acquisition were not disclosed, but we suspect Sendori got a good deal as its model was clearly working: the company said it was providing 130,000 advertisers 33 million page views per month from direct navigation traffic at the time of the acquisition. From the 11 employees (including contractors), 10 will make the move over to IAC.

Update: per commenter Satanish and BusinessWeek, we’ve learned that Ask.com paid a decent $25 million for Sendori.

The startup had raised only $800,000 in Series A financing, from Baseline Ventures, First Round Capital, Maples Investments and Felicis Ventures.

(Source: DNJournal)

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