Google and AOL Buy Marketing Attribution Start-Ups

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, 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 for $405 million in August of 2013, among others.

Image via Shutterstock.

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