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For B2C Marketing Professionals

Quick Take: AOL Acquires Convertro, Adding Attribution To Its Ad Tech Stack

AOL Leapfrogs Competitors To Deliver Marketers' Holy Grail

May 9, 2014


Why Read This Brief

On May 6, 2014, AOL announced its acquisition of attribution vendor Convertro for a reported $101 million dollars. This move is in keeping with the company's ongoing commitment to investing in technology and talent to achieve ad tech platform competitiveness and "future-proof the programmatic buying of digital media," according to Seth Demsey, AOL Platforms' chief technology officer. Convertro's ability to onboard offline data from clients and other partners and, over time, to supplement that information with data from other AOL partnerships will lead to marketers' clear understanding of the value of digital media for converting prospects to customers. The hope is that this understanding will encourage brand marketers to shift budgets from linear television and more fully embrace digital platforms.

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