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»convertro

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 //
»
Verizon Will Boost Convertro’s Cross-Device, Connected TV Attribution Chops

AOL is giving its multitouch attribution system, Convertro, a little extra juice by adding contextual data that measures the impact of ZIP code-level weather data within marketing mix models. Other forthcoming additions to Convertro will include conditions around the local and national economy and gas prices. Convertro claimed, even before it was acquired, that it... Continue reading »
by Kelly Liyakasa // July 13th, 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 //
»
AOL’s Programmatic Upfront: Converting Convertro Into A DMP, Unveiling TV Targeting Tools

If AOL hadn’t already made it clear it would double down on digital video and end-to-end marketing tech at its Digital Newfront in May, Monday’s Programmatic Upfront at Advertising Week in New York left no doubt. AOL’s latest development? The company has layered in and built a data-management platform (DMP) out of attribution vendor Convertro, which it purchased... Continue reading »
by Kelly Liyakasa // September 30th, 2014 //
»
For Old-School Epsilon, Conversant ​Buy Will Bring Tech And New Channels

Alliance Data Systems’ (ADS) intent to acquire Conversant (formerly ValueClick) for its Epsilon subsidiary might seem like a change in direction. R Ray Wang, principal analyst and founder at Constellation Research, described the intent to acquire as “the right move” to make Epsilon “a legit…tech company.” On a first gloss that seems like a pivot. Epsilon... Continue reading »
by Ryan Joe // September 12th, 2014 //
»
Why AOL Bought Convertro And PrecisionDemand

Following its glitzy, star-studded digital NewFront in April, AOL got down to business. It closed in on marketing attribution vendor Convertro the same day Google grabbed pure-play competitor Adometry in early May. Then it went shopping again, snapping up TV audience-targeting platform PrecisionDemand. AOL’s acquisitive behavior is not entirely surprising. The company is constructing an... Continue reading »
by Kelly Liyakasa // June 13th, 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 Turns In Solid Q1 Revenue, Driven By Its Programmatic And Video Stack

"Mechanization," "piping," and "programmatic" are the keywords at AOL these days as the company puts the pedal down on its ad tech plans. One day after scooping up multitouch attribution vendor Convertro for $101 million, AOL revealed revenue from the company's ad platform business grew 55% during the first quarter 2014 to $186 million, despite a 3% decline in... Continue reading »
by Zach Rodgers // May 7th, 2014 //
»
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