Google scoops up Adometry, while AOL will pay $101 million for marketing optimization platform Convertro.
Both AOL and Google have made moves this week that aim to expand their data businesses.
On Tuesday, Google acquired Austin, Texas-based online ad attribution company Adometry, which helps marketers track consumers across platforms and recognize what marketing tools - digital, email, offline, and more - drive consumer conversions. Adometry will help to power Google's measurement and analytics offerings.
"We couldn't be more excited to join Google - a company that shares our core values," said Paul Pellman, chief executive (CEO) at Adometry, in a statement. "Like Adometry, they seek to provide brands and their agency partners with the analytics and insights to improve the performance of their marketing campaigns."
Adometry's current customers include Tory Burch, DataXu, OMD, and eBay. Under the agreement, Adometry will continue to operate independently for the near future. But in the long run, the company will work with the Google Analytics Premium team to integrate its attribution solutions into Google Analytics' capabilities.
Financial details of the deal were not disclosed.
But Google is not the only conglomerate that is expanding its ad-tech operations. Also on Tuesday of this week, AOL revealed that it will acquire Santa Monica, California-based marketing optimization platform Convertro.
AOL has agreed to purchase the ad tech start-up for approximately $101 million, with $89 million in cash, $2 million in converted stock, and an additional $10 million based on Convertro's future performance.
Similar to Adometry, Convertro analyzes ads across channels, formats, and industry verticals to help marketers discover which types work for their targeted consumers. Under the agreement, AOL will incorporate Convertro's attribution modeling technology into AOL Platforms, including Adap.tv, AdLearn Open Platform, and ONE by AOL.
News of this deal follows AOL's acquisitions of content personalization app Gravity for around $91 million in January of this year and video ad platform Adapt.tv for $405 million in August of 2013, among others.
Image via Shutterstock.
Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!
Yuyu Chen is a junior reporter at ClickZ. Her work has appeared in Local East Village, New York Daily News and Brooklyn Chamber of Commerce website. Yuyu received her M.A. in Business and Economic Reporting from New York University in May, 2013.
Hong Kong, October 21-22
London, November 13-14
San Francisco, November 13-14
London, November 18-19
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.