The Stanford-backed company's services will be integrated into Google Analytics.
Adometry, a Texas-based firm specialising in online advert attribution, has been acquired by Google, and its service will be integrated into the internet giant’s statistics platform Google Analytics. Terms of the acquisition have not been disclosed, but Google officials stated it did not have to pass through any regulatory hurdles.
Adometry’s service is able to track a range of online adverts, and analyse which ones are most effective at getting a person to take an action, such as clicking on an advert or buying something. In the short term, Adometry will continue to operate independently and continue to serve current customers. The company’s technology will be integrated into Google Analytics Premium, a paid-for version of Google’s offering.
The acquisition is a surprising one for Google, as it has often been accused of its search adverts receiving too much credit. Google’s adverts work well because potential customers encounter them when they search for something specific and product-related. Adometry’s technology may prove that complaint to have some merit. Google’s thinking however appears to be focused on its display advertising network more so than its advert exchange — i.e. the adverts displayed on websites as opposed to Google’s search results. Its in the former category where the company wants to convince brands that marketing can work.
Adometry was founded in 2005, and raised $28.65m in its series A, B, C and angel rounds. Stanford University invested during the $6m series C in 2010. The company was then acquired by Click Forensics in 2011, a company focused on online advertising prevention fraud. As a result of that acquisition the merged company took on the name Adometry. It has since raised another $8m.
Paul Pellman, chief executive officer at Adometry, said: “We couldn’t be more excited to join Google — a company that shares our core values. Not only do they focus on innovation and solving big problems, but also like Adometry, they seek to provide brands and their agency partners with the analytics and insights to improve the performance of their marketing campaigns.”