Google continued its acquisition spree Tuesday with news that the Internet giant has bought the marketing analytics firm Adometry.
Improving advertising attribution is likely at the heart of the acquisition, as the Austin, Texas-based Adometry specializes in connecting the dots between online advertisements and customer conversions. The Adometry team is set to work closely with the Google Analytics Premium team, where Adometry's data-driven attribution techniques could get further integrated into Google's massive advertising network and exchange.
Adometry's Paul Pellman broke the news on the company blog:
Since I joined the company six years ago — and even before then — Adometry has had an amazing journey. We've built industry-leading solutions to help businesses across vertical industries optimize their online marketing and more efficiently allocate their resources.
We couldn’t be more excited to join Google — a company that shares our core values. 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.
As noted in the Wall Street Journal, Adometry also has roots in fraud detection, having been acquired in 2011 by the online ad fraud detection firm Click Forensics. That background complements Google's efforts to weed out bots and bogus traffic.