// startup autopsy
Lookery
Demographic marketing service that used Facebook data to deliver targeted product recommendations to website visitors.
platform dependencyFire Sale
Distressed acquisition below last-round valuation
// the model, blind
Evaluating only Lookery’s profile at its peak — without knowing the outcome — the model ranked Acquisition gone wrong as the #1 likely cause. Documented cause: Platform dependency.
Key Events Timeline
FOUNDING
Lookery is founded to provide demographic marketing services leveraging Facebook's platform.
FUNDING
Lookery completes 2 funding rounds, raising $3.2M from 22 investors to scale its platform.
CRISIS
Facebook redesigns its platform, eliminating the demographic targeting capabilities that Lookery's entire business model depended on.
ACQUISITION ATTEMPT
Unable to adapt to Facebook's platform changes, Lookery is acquired by ad serving company Adknowledge.
SHUTDOWN
Lookery ceases operations after integration with Adknowledge.