Click Forensics Acquires Adometry - And Its Name

Click Forensics, a service that helps advertisers root out click fraud, has acquired Adometry, a provider of display ad verification technology. The combined company will go by the name Adometry.

Founded in 2007, the company formerly known as Click Forensics, based in Austin, TX, helps marketers use cross-channel attribution to identify click-fraud. Click Forensics originally focused on working with search marketers, but has been making inroads into display. (Last year it released a version of its analytics suite for display advertisers.) Acquiring Redmond, WA-based Adometry, a company that helps display advertisers monitor where their ads appear, should help Click Forensics further penetrate that market.

"The key challenge online marketers face today is accurately measuring and improving the performance of their online ad campaigns as they flow across a changing landscape of ad networks and web sites," said Paul Pellman, CEO of Click Forensics, in a press release. "With the addition of ad verification technology from Adometry, our ad analytics suite integrates all the pieces of display campaign measurement and optimization in a single offering for brand advertisers."

Terms of the deal were not disclosed. Click Forensics secured $6 million in financing led by Austin Ventures last year, an infusion that presumably played a role in the Adometry acquisition.