Why is an adtech startup going after the flooring industry?

That was my big question when I got on the phone with AdHawk CEO Todd Saunders and COO Dan Pratt. The company announced earlier this week that it’s raised a $13 million Series B round of funding in conjunction with the launch of a new website, FlooringStores.

“We look at AdHawk as the umbrella company,” Saunders explained. “Our core is a digital marketing company that’s built very strong machine learning. Now FloorForce is the brand we’re using to go after with the flooring vertical.”

FloorForce is actually a recent AdHawk acquisition, offering a variety of digital services for flooring companies — not just AdHawk’s specialty of Facebook and Google advertising, but also website building, reputation

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