AOL goes for optimal attribution with Convertro buy

By Brendan Coyne | 7 May 2014

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, 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.

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