With parent Verizon’s investment, and the recent addition of Microsoft’s ad business, Convertro says it is still determining what additional data it can use. Given Verizon’s mobile chops, much of it will impact mobile and over-the-top TV advertising.
Although AOL had previously developed a tool called tRatio, a TV targeting system that matches advertisers’ anonymized first-party data against TV data parceled by program, network and daypart, Mitchell sees more opportunity with the growth of connected TV.
“This is an area we’re in high collaboration with Verizon, getting more into the mobile programmatic space,” she said. “Coming from the multitouch attribution space, that would be our expectation – to start doing programmatic TV and more mobile advertising. It will supercharge our multichannel attribution in the areas of cross-device and set-top box data.”