AOL is continuing its not-so-quiet attempt to become one of the Internet's leading advertising platforms.
The former dial-up ISP has reached a deal to buy Convertro, according to a report from The Wall Street Journal. The digital advertising firm uses data to track which ads lead to purchases, known as marketing attribution.
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AOL is reportedly paying $89 million for the company plus a $10 million incentive based on undisclosed goals
Attribution tracking is of growing importance to online marketers that seek to fully understand the impact of advertising campaigns. Google recently acquired Adometry, which boasts a similar technology to Convertero. Read more...
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