Webapi routing quandary

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C#

WebAPI

MVC5

My WebApi file contains;

public static void Register(HttpConfiguration config)
{
    // Web API routes
    config.MapHttpAttributeRoutes();

    config.Routes.MapHttpRoute(
        name: "DefaultApi",
        routeTemplate: "api/{controller}/{name}",
        defaults: new { name = RouteParameter.Optional }
    );
}

I'm making an ajax call;

<script>
    $(document).ready(function () {
        $("#grid").bootgrid();

        //onclick event handler to retrieve row info
        $("#grid").on("click.rs.jquery.bootgrid", function (e, columns, row) {
            url = 'api/AdminContentApi/' + row.Name;

            $.ajax({
                url: url,
                type: 'GET',
                success: function (d) {
                    //Do my stuff here!
                },
                error: function (xhr, textStatus, errorThrown) {
                    alert("Error in operation");
                }
            });
        });
    });
</script>

and finally my Controller code;

    [Authorize(Roles = "Admin")]
    public class AdminContentApiController : ApiController
    {
        [HttpGet]
        public IHttpActionResult GetContentDetail(string name)
        {
            content c = ContentRepository.GetContentByName(name);
            if (c == null)
            {
                return NotFound();
            }
            return Ok(c);
        }
    }
}

My question and the problem is that when the call is envoked I would expect the url to be: api/AdminConTentApi/HOME_1
instead I'm getting; /AdminContent/api/AdminContentApi/HOME_L

Where/How/Why/WTF is it prefixing the url with AdminContent?

Thanks

What I have tried:

According to all the tuts I've read I am doing it correctly but have been working for hours on this problem and have tried everything that tuts described.