Google continues to receive feedback that its ad tech stack is too narcissistic, and there are signs it is becoming more responsive to those concerns. For instance, YouTube has lately opened the door to third-party research firms Nielsen and comScore in order to support audience measurement that is on par with industry-standard TV metrics. The acquisition of Adometry, which plugs into a wide range of ad-execution platforms including Videology, MediaMath, Advertising.com and Google's own DoubleClick Bid manager could be another step toward "openness."
Adometry's data-driven approach has set it apart from some of its rivals.
Adometry CEO Paul Pellman told AdExchanger in a December 2012 interview,
"Folks that use simple predetermined rules could (integrate) various DSPs more easily. But to do it in a data-driven approach is really a challenge. The reason for that is, we’re providing this insight on a daily basis, which means we’re taking all of this data we’re collecting from our customers and we’re running attribution on a daily basis.
Running attribution with a data-driven approach is a big data processing challenge to begin with. When you start running it on a daily basis, that becomes even more difficult. You can’t provide this data on a weekly basis or on a monthly basis. You have to do it daily in order to be effective."
The deal is Google's first significant marketing tech acquisition in some time. After its 2011 acquisition of AdMeld, the company turned its attention inward, building out and integrating the various components of the DoubleClick ad tech stack. The only other deal in recent memory is Google's February purchase of fraud-prevention startup spider.io. While that deal showed Google's willingness to buy, spider.io only had about seven employees, which made the acquisition seem primarily talent-driven.