May 7, 2014, 10:36 AM

Google and AOL each buy online marketing technology and analytic vendors

Google scoops up Adometry while AOL says it will pay some $101 million for Convertro.

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Google Inc. and AOL Inc. have both made recent moves to beef up their e-commerce marketing capabilities via acquisition.

First up, Google says it has bought online ad analytics firm Adometry Inc. Google did not say how much it paid for the company. Click Forensics Inc., whose services monitor fraudulent clicks on pay-per-click ads on search engines, bought Adometry in 2011. Click Forensics then took the Adometry name.

“We couldn’t be more excited to join Google—a company that shares our core values,” says Adometry CEO Paul Pellman. “Not only do they focus on innovation and solving big problems, but also like Adometry, they seek to provide brands and their agency partners with the analytics and insights to improve the performance of their marketing campaigns.”, Pellman adds that the firm’s clients should expect no immediate changes. “Longer term, we’re excited to begin working with our new colleagues at Google, including the Google Analytics Premium team, to offer great attribution solutions for both our customers and theirs.”

As for AOL, the web media company says it will pay approximately $101 million for digital marketing vendor Convertro. Its services include placing cookies on consumers’ computers to show the full digital path a shopper takes from seeing an ad or viewing an item on a web site to completing a purchase. The cookie works in conjunction with an invisible tag placed on an ad or web site that registers when a consumer clicks on an ad or a web site. In some cases, the vendor can also link a consumer’s actions on multiple devices, such as when he opens an e-mail on his smartphone and then visits the retailer’s site on his laptop.

"AOL is making advertising easier for marketers and agencies, as well as publishers," says Tim Armstrong, chairman and CEO of AOL. "Our agreement to acquire Convertro demonstrates our continued commitment to bring efficiency to the advertising industry through automation and machine learning. Our focus on the AOL Platforms business has positioned AOL for growth as the trend around programmatic advertising continues to transform the industry.”

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