Google Inc (GOOGL) buys online attribution company Adometry

Posted May 6, 2014

Google Inc (NASDAQ:GOOGL) is acquiring a company that will help advertisers get a better idea of how their online ad campaigns work. Based in Austin, Texas, Adometry specializes in technology called online ad attribution, which credits various online ads for influencing a person to take an action like clicking an ad or buying something. The terms of the deal were undisclosed. Google said that the acquisition does not pass through any regulatory hurdles though.

Adometry raised $8 million in funding in early 2013. Adometry will continue to operate independently for now. Adometry also specializes in online ad fraud prevention. In fact, online ad fraud detection firm Click Forensics acquired Adometry in 2011 and started to operate under that name.

Google acquired another anti-fraud company called several months ago. Between the two acquisitions, Google could make some serious moves in preventing ad fraud.