AOL, Inc. (NYSE:AOL) has reached a deal to acquire Convertro, according to The Wall Street Journal. Convertro is a digital advertising company that uses data to track which ads lead to actual purchases. This technology is known as marketing attribution.
Google made a similar deal today when it announced the acquisition of Adometry. AOL is paying $89 million for Convertro with a $10 million incentive based on several goals.
This acquisition is one of AOL’s largest advertising-related investments since the acquisition of Adap.tv for $405 million in August. Convertro was founded in 2009 by Gary Gurevich.