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.
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