AOL is set to make another acquisition as it builds out its ad tech stack and moves away from a pure volume play into higher margins through better data.
The company is set to buy marketing platform Convertro for around US$100m. The firm is “a leading provider of multi-touch attribution modeling technology for brands and agencies”, according to AOL boss Tim Armstrong.
The call to move away from last click attribution – which leads to other purchase influencing channels not getting their fair share of marketing dollars – is growing louder.
Buying Convertro meant “AOL’s Adap.tv, AdLearn Open Platform (AOP) and ONE By AOL customers [have] the ability to manage the consumer journey across the entire purchase funnel and across all channels,” said Armstrong.
Read more on Techcrunch, which is owned by AOL.
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at adnews@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.