Digital marketing attribution is in vogue. AOL will acquire attribution vendor Convertro for approximately $101 million, the company announced Tuesday afternoon. This comes on the heels of Google’s move earlier in the day to snap up competing attribution pure play vendor Adometry for an undisclosed sum. Customers will have access to Convertro in a couple […]
Google will scoop up Adometry, a marketing attribution firm whose product is designed to assign value to incremental media impressions. Some industry watchers, like research firm Forrester, consider Adometry’s solution superior to Google’s home-grown technology. Terms of the transaction were not disclosed. Austin, Texas-based Adometry and its approximately 130 employees will eventually be incorporated into the Google Analytics […]
Attribution firm Adometry has combined its ad-tagging infrastructure with Tapad’s cross-device ad-targeting technology, the companies said today. Austin, Texas-based Adometry aggregates and analyzes data from multiple advertising streams to help advertisers understand how their ad dollars are performing. Using an algorithm, the company processes data from email marketing campaigns, banner and display ads, social media […]
The debate around multi-channel attribution is perhaps the essential marketing problem of this decade. Can you really optimize ad spend on a cross-channel basis, and at the impression level? Not yet. Will you be able to? A lot of smart money says yes, but it’s going to be a long and bumpy ride. The most […]
AdBrite morphed into an ad exchange platform four years ago after shifting gears from its ad network beginnings, but the company was never recognized for making the full leap. Back in May, its board decided it was time for a change and brought in former Yahoo/Right Media executive Hardeep Bindra to make the evolution complete. […]
It’s a common refrain that last click attribution is broken, but what should replace it has yet to be resolved. Algorithmic attribution modeling is perhaps the leading candidate, and vendors such as Visual IQ, Convertro, and Adometry are competing to provide solutions in this area. But these attribution specialists still struggle to make fractional attribution […]
When it comes to attribution modeling on the Facebook platform, there’s more than one way to skin a cat. Last week, Adometry became the first pure play attribution vendor to get certified under Facebook’s ad tracking requirements (AdExchanger story). But not all of its competitors see approval of their ad tags as an important step […]
Facebook is gradually opening up to third party ad vendors, including ad tracking companies. Its list of certified tracking partners includes Atlas, Mediamind and Pointroll. Until today, none of them was exclusively focused on the burgeoning niche of attribution management. That changes with the certification of pure play Adometry’s tags for the Facebook platform. Customers […]
Bret Leece knows analytics. He got his start in 1995 creating econometric time series models to track and predict Sprint’s call center activity, before moving on to CRM and database marketing roles including at MarketShare. Currently Initiative’s EVP of performance analytics, he has a long view of where advertising performance has been and where it’s […]
Jim Ewel is CEO of Adometry, which provides verification and effectiveness metrics products for display advertising. AdExchanger.com: What gave the team the idea for Adometry? And, what problem is Adometry solving? JE: Our founders, John Dietz and Rob Perrier, had built a large-scale ad server for a major publisher. They understood that the kind of […]
