AOL Purchases Ad-Analytics Startup Convertro in Deal Worth Up to $101 Million.
AOL has included another business to its ad-tech sector on Tuesday, grabbing a hold on attribution modeling company convertro for approximately $101 million, According to the company announcement.
This recent acquisition is aimed towards helping AOL’s ad-tech improve its understanding on which media is currently working the most effectively and then quickly shift the budget in that direction in or to optimize purchases.
“It’s going to provide a unified and more automated way to manage marketing, all the way from the first exposure through conversion,” said AOL Platforms CTO Seth Demsey in an interview late Tuesday.
Mr.Demsey stated, that the technology would be tightly integrated onto AOL’s AdLearn Open Platform, a automated purchasing product which the company has pitched as a smart software which can shift budget in a seconds notices.
“Over time, we will be automating the ingestion of data from Convertro into AdLearn, and making it done faster,” Mr. Demsey said. “The quicker you get data in, the more accurately your predictions can be made.”
The attribution data can not optimize not only which placements are performing better for an advertiser, but determining the optimal combination of media to move specific types of users through the funnel, he said.
Convertro contains its own bridging technology as well, meaning it can track down consumers as they move around from a desktop to mobile, a critical capability now that most media is focused on mobile devices. The company’s bridging technology shall be integrated with AOL’s own, according to Mr.Demsey, so AOL will get a boost form that part of Convertro’s business as well.
Founding during 2009, Convertro has manage to stay afloat quite successfully, raising a total investment of only $ 5 million dollars.