• by Gavin O'Malley  @mp_gavin, March 1, 2011

So long, Click Forensics. On Tuesday, the click-fraud watcher plans to announce the acquisition of ad verification technology provider Adometry -- along with the appropriation of Adometry's brand name. Financial terms of the deal are not being disclosed.

With the deal, the company formerly known as Click Forensics is hoping for a leg up in the ever-expanding display advertising market, according to CEO Paul Pellman.

"With the addition of ad verification technology ... our ad analytics suite integrates all the pieces of display campaign measurement and optimization," said Pellman, now CEO of Adometry.

Competing against Double Verify and Mpire -- as well as analytics providers like Atlas -- Adometry monitors where ads run to ensure they are compliant. Compliance generally means that ads do not run on inappropriate sites, or alongside inappropriate content.

According to Pellman, "the key challenge online marketers face today is accurately measuring and improving the performance of their online ad campaigns" -- not making sure their ads don't accompany unseemly or inappropriate content.

Last year, the company -- then known as Click Forensics -- launched a beta version of its cross-channel ad analytics suite for online display advertisers. Prior to display, Click Forensics catered to search advertisers.

Last year, Click Forensics secured $6 million in Series "C" venture capital funding led by Austin Ventures, along with Sierra Ventures and Shasta Ventures.

Last week, the company raised another $1 million, according to a filing with the Securities and Exchange Commission.