Lookery

Demographic marketing services in social networks
Startup Cemetery
GENERAL INFORMATION
Category:
Marketing
Country:
United States
Started:
2007
BUSINESS FAILURE
Outcome:
Acquired
Cause:
Dependence on Others
Closed:
2009
FOUNDERS & EMPLOYEES
Number of Founders:
3
Name of Founders:
David Cancel, Rex Dixon, Todd Sawicki
Number of Employees:
1-10
FUNDING
Number of Funding Rounds:
2
Total Funding Amount:
$3.2M
Number of Investors:
22

What was Lookery?

Lookery gave statistic showcasing services that empowered organizations. These services were for companies that had vast inventory stocks but close to no client profiling. Lookery services made it so that websites could offer customers’ visitors highly relevant products for them based on the demographic data that it collected.

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Why did Lookery fail and shut down?

Lookery fundamental vulnerability was that it was based on Facebook as admitted by the founders themselves. When Facebook made effective its platform redesign in 2008, Lookery realized they would not be able to effectively help their customers anymore. Instead of searching for an exit solution they tried to solve and rethink their strategy for a period but to no avail. The finally managed to secure a deal with ad serving company Adknowledge within the same year and Lookery was thus acquired.

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