• by Tyler Loechner  @mp_tyler, May 29, 2014

Attribution is all the rage in ad tech, if recent M&A activity is any indication.

Digital marketing firm Rakuten Marketing on Thursday announced it has acquired DC Storm, a Brighton, UK-based media measurement firm. Terms of the deal were not disclosed.

This marks the ad tech industry’s third attribution acquisition this month, as the news comes just weeks after Google acquired Adometry and AOL acquired Convertro.

Google reportedly acquired Adometry “to help advertisers better understand the conversion impact of cross-channel and multiscreen campaigns.” AOL plans to bake Convertro’s tech into its Platforms unit, which is meant to allow marketers to run cross-channel and multiscreen campaigns.

Rakuten's acquisition of DC Storm is more of the same.

Yaz Iida, CEO of Rakuten, stated that “transparency and independent analysis of campaign performance” is “the number one issue facing today’s digital marketers,” particularly when it comes to multiscreen campaigns.

“Rakuten Marketing’s acquisition of DC Storm directly addresses this challenge by providing a comprehensive platform for digital marketers to measure and analyze performance across all channels and devices,” the press release reads.

Sales-speak aside, Rakuten is making it clear that it has acquired DC Storm to measure campaign performance regardless of channel or screen.

DC Storm has offices in the U.S., UK and Germany. The company’s headquarters will remain in Brighton, and its entire staff will stay intact.