AOL BUYS MARKETING COMPANY CONVERTRO

AOL Buys Marketing Analytics Company Convertro

Goodmorning Everybody On Tuesday

According to TechCrunch AOL a day before its quarterly results, AOL 

owner of TechCrunch, has announced another acquisition to beef up 

its adtech operation.  It is buying Convertro, a marketing optimization

platform for $101 million.

AOL says that will be integrating Convertro's service-which let a marketer

look across different ad channels, formats, segments and so on to figure
out things like which ads influenced which kinds of users and when into
AOL Platforms covering service like Adap.tv, Ad Learn Open Platform
[AOP] and ONE, the company's recently announced Progammatic effort.

The deal is an interesting one in that it points to how AOL has been gradually

shifting its business not just to one based on ad revenues, but making on

revenues more high-margin and more intelligent-no surprise, since competing

against the likes of Google or Facebook as a volume play with lower margins

is losing game.

To date this is AOL's 62nd acquisition, with the latest [before this one] being

content personalization app Gravity and Adap.tv. ==TechCrunch.

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