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Ad Practitioners Acquires Tech, Data Startup Knoq

By on February 16, 2021

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‘To Help Consumers Make Better Decisions’

SAN JUAN – Ad Practitioners, whose proprietary digital media platform syndicates relevant content, tools and news across its portfolio of brands and partner sites, announced Tuesday its acquisition of Knoq, a data technology company that matches consumers with people to get guidance and feedback on products and services.

Ad Practitioners, which is based in Dorado, Puerto Rico, said the strategic acquisition expands its ability to develop and launch tailored, data-driven consumer experiences.

Founded in 2015, Knoq’s technology recruited, trained and guided neighborhood representatives who went out into their own neighborhoods and talked with people about products and services.

As part of the deal, Knoq’s senior leadership has relocated to Puerto Rico and joined Ad Practitioners, where it will continue to hire, research and develop its AI-powered technology “to drive maximum engagement for the company’s partners,” it said.

The company is actively recruiting for roles in software engineering, data science, product, business development, content, design and marketing.

Knoq’s data and technology will enable Ad Practitioners “to better serve both its audience and advertising partners. Not only will Knoq allow the company to reach consumers in new ways, but it will also help the company build deeper relationships with its audience by using data to understand consumer intent,” the companies said in a press release.

“Knoq’s acquisition by Ad Practitioners represents a shared vision of helping people make decisions through conversations driven by data and technology while educating people about products and services that matter,” said Greg Powel, CEO of Ad Practitioners. “The Money and brands are already trusted by millions of highly-engaged users. Together, we foresee a world where consumers come to our sites for great content & reviews and to speak with representatives who can help them find the personal information they need.”

“I started Knoq with the mission of neighbors helping neighbors. We built data and technology that facilitated 10,000,000 interactions and 6,000,000 in-person conversations,” said Kendall Tucker, founder of Knoq and a Forbes’ 30 under 30 honoree. “When I met the Ad Practitioners team, I knew that working together could be exceptional. In the coming months, we’ll be layering our technology onto Ad Practitioners’ suite of sites and using data to solve consumer problems that put people first. Our combined technologies will allow us to build genuine relationships with consumers and continue building AP into a truly exceptional company.”

Backed by Haystack VC, Initialized Capital, Liquid2, Fathom Capital and Background Capital, Knoq’s (formerly Polis Inc.) platform was used by clients like Google Fiber, NRG, Inspire Energy, Fluent Home Security and other direct-to-home brands.

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