One of my client’s received this terse email today from Adapt Software, the LA-based small to medium business paid search software company:

Hello [Name Removed],

We are writing to inform you that the Adapt SEM business is in the process of being sold to another company. We wanted you to know that the Adapt SEM product will continue to be maintained and sold and that you should enjoy a seamless transition with full support while we complete the sale.

In a few days, you will be receiving a letter in the mail officially notifying you of the changes at Adapt. If you have any questions, please feel free to e-mail

Thank you for your continued business.

~ The Adapt Team

So let the speculation begin – who is the acquirer? My guess, in order of likeliness is: 1) Omniture; 2) Microsoft AdCenter; 3) A large ad agency. If anyone has more details, please let me know!


  1. Anonymous November 10th, 2008

    anonymous, wonder why his posting was removed! ?

  2. David Rodnitzky November 10th, 2008

    The first anonymous posting made some strong accusations about several companies and individuals. Because the author listed him/herself as anonymous I could not substantiate the comments.The second anonymous post was comment spam from a different user.

  3. Anonymous November 13th, 2008

    seems adapt was doomed from getgo , I recall they did not have the audit trail feature nor multiple conversion tracking ability. I dont think this would be a good buy for MSN, but i could see a mid range PPC firm buying them ( if the price is right) anyone have a good experience/ comparison of tools in this space?Joel Wisotsky / Montreal ( )

  4. Anonymous November 17th, 2008

    David, Has your client received an update via snail mail?I noticed there is no background info on that company on their site,I wonder if they would be of value for my sem campaigns, have you used them?i too wonder who bought them?Gary Crane – jfjfgg@gmail.comGC Marketing – Chicago

  5. David Rodnitzky November 17th, 2008

    Hi Gary, I have not personally used Adapt, but I have seen the interface. My sense is that it is pretty good tool for campaigns under $50K/month of spend. Generally speaking I recommend Adapt or Clickable for advertisers under $50K/mo.

  6. Anonymous November 18th, 2008

    Anyone have any info on these or even feature comparison?Thannks,Gary Crane – jfjfgg@gmail.comGC Marketing – Chicago

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David Rodnitzky
David Rodnitzky is founder and CEO of 3Q Digital (formerly PPC Associates), a position he has held since the Company's inception in 2008. Prior to 3Q Digital, he held senior marketing roles at several Internet companies, including (2000-2001), FindLaw (2001-2004), Adteractive (2004-2006), and Mercantila (2007-2008). David currently serves on advisory boards for several companies, including Marin Software, MediaBoost, Mediacause, and a stealth travel start-up. David is a regular speaker at major digital marketing conferences and has contributed to numerous influential publications, including Venture Capital Journal, CNN Radio, Newsweek, Advertising Age, and NPR's Marketplace. David has a B.A. with honors from the University of Chicago and a J.D. with honors from the University of Iowa. In his spare time, David enjoys salmon fishing, hiking, spending time with his family, and watching the Iowa Hawkeyes, not necessarily in that order.