May
07
AOL Invests In Attribution, Acquires Convertro for $101 Million
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AOL added yet another arrow to its ad-tech quiver Tuesday, snatching up attribution modeling company Convertro for approximately $101 million, the company announced.
The acquisition is geared towards at helping AOL’s ad-tech improve its understanding of which media is working most effectively and then rapidly shift budget in that direction in order to optimize buys.
“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.
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