AOL on Tuesday
announced that it has entered an agreement to acquire Convertro, a consumer tracking platform with attribution modeling tech.
AOL intends to acquire Convertro for up to $101 million, with
$89 million in cash and $2 million in converted stock awards. Convertro can receive the remaining $10 million if “certain product development milestones” are met satisfactorily, per a
Convertro will operate under the AOL Platforms unit. AOL recently reorganized the leadership within the Platforms unit. It also announced ONE, a programmatic ad platform comprised
of AOL’s entire ad tech stack.
AOL anticipates that the addition of Convertro’s tech to its Platforms unit will help marketers track and manage consumers across all channels.
The overall goal of the upcoming ONE platform is for marketers to be able to run cross-channel campaigns via programmatic buying.
"Convertro's vision has always been to provide its clients
visibility and recommendations on how their advertising investment works and how to improve that return on investment,” stated Jeff Zwelling, CEO of Convertro. “We believe the future of
attribution is applying this data to programmatic buying and automated analysis.”
Convertro’s tools will be available to AOL clients through the AdLearn Open Platform (AOP) or
Adap.tv, as a standalone platform, or through ONE, pending its launch.
“Our agreement to acquire Convertro demonstrates our continued commitment to bring efficiency to the advertising
industry through automation and machine learning,” stated Tim Armstrong, chairman and CEO of AOL.
The news comes one day before AOL releases its Q1 2014 earnings