- AOL has acquired attribution modeling company Convertro for $101 million.
- The acquisition is a move by AOL to increase its ad-tech capabilities so it can quickly identify which media works for the brand and transition effectively.
- Convertro's technology integrates well in AOL's AdLearn Open Plaform, an automated buying product.
The digital world is fast-paced, so any advantage a firm like AOL can give itself to move more nimbly is a move for survival. Convertro will help AOL shift media buys quickly, but also quickly identify exactly what isn't working. Sometimes knowing what doesn't work is just as valuable as what does.