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»adometry

Nielsen To Acquire Indie Attribution Vendor Visual IQ

Nielsen entered into a definitive agreement on Wednesday to acquire indie attribution company Visual IQ. Terms of the deal, expected to close in October, were not disclosed. The 10-year-old Visual IQ should enhance Nielsen’s measurement offering with deeper multitouch attribution. The goal is to give “advertisers, publishers and agencies a holistic platform that offers the... Continue reading »
by Kelly Liyakasa // September 27th, 2017 //
»
Inside Google’s Quest To Measure Conversions

Google’s Paul Pellman will speak at AdExchanger's Omni.Digital conference in Chicago on September 8. Since Google acquired attribution company Adometry two years ago, it has sought to bridge the measurement gap between mobile, offline and digital conversions. Adometry gained more interoperability with other Google media and measurement products in March, when it was assimilated into Google’s new six-product... Continue reading »
by Kelly Liyakasa // August 10th, 2016 //
»
Search And Social Make Gains, But It’s Still The Super Bowl Era

Say you’re an advertiser plunking down $5 million for 30 seconds of prime Super Bowl ad time. You’re going to want to make sure that campaign drives some sort of action online. But between Facebook, Google and Twitter, how do you choose what to use? According to a report released Monday, Google’s attribution engine, Adometry,... Continue reading »
by James Hercher // February 8th, 2016 //
»
One Year After Acquisitions, Attribution Gets A Second Wind

As more brands introduce attribution technology – or push their agencies to do the same – basic models and applications on the vendor side are expanding. Initial players in the space, such as Adometry and Visual IQ, still focus on enterprise clients. Meanwhile, a newer breed of attribution tech is aiming more for a white-label... Continue reading »
by James Hercher // June 8th, 2015 //
»
Cosmetics Brand E.L.F. Says Omnichannel Attribution Not Just A Pipe Dream

While many brick-and-mortar retailers grapple with bringing their businesses online, cosmetics brand e.l.f. did things in reverse. After 11 years in ecommerce, e.l.f. (that stands for Eyes Lips Face) is now expanding its offline footprint, said Megan O’Connor, VP of digital and ecommerce at e.l.f Cosmetics. In the past year, e.l.f. has opened three flagship... Continue reading »
by Kelly Liyakasa // January 29th, 2015 //
»
Forrester Wave: Platforms, Commerce Companies Vie For Top Attribution Vendor Title

Considering two of the usual pure-play suspects in Forrester’s Cross-Channel Attribution Wave (Convertro and Adometry) were snapped up by AOL and Google on the very same day in May, its latest release Friday had all kinds of new implications – media neutrality and a platform mentality among them. The report, authored by Forrester analyst Tina... Continue reading »
by Kelly Liyakasa // November 7th, 2014 //
»
Attribution Vendors Still Flying Off Shelves, As Rakuten Buys DC Storm

There's a run on multitouch attribution vendors, and UK-based DC Storm – acquired by Rakuten, the companies announced Thursday– is the latest to get swept up in the excitement. Merger mania kicked off some months ago, when top-three attribution vendor Visual IQ was rumored to have hired a banker to shop itself around. The company put... Continue reading »
by Zach Rodgers // May 29th, 2014 //
»
Buying Attribution: Google, AOL Acquisitions Raise Flags On Media Neutrality

Following Google and AOL’s acquisitions of multitouch attribution vendors Adometry and Convertro Tuesday, several questions arose. The first, and perhaps easiest to answer: What was the driving force for the purchasers and how will the technologies plug into their existing platforms? “The macro rationale for both of the acquisitions seems to be the growing need... Continue reading »
by Kelly Liyakasa // May 8th, 2014 //
»
AOL Acquires Attribution Company Convertro For $101M

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... Continue reading »
by Kelly Liyakasa // May 6th, 2014 //
»
Google To Buy Marketing Attribution Pure Play Adometry

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... Continue reading »
by Zach Rodgers // May 6th, 2014 //
»
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