Google Buys Adometry to Boost Analytics Service

Google has acquired ad tracking company Adometry for an undisclosed sum, as it looks to extend its own web measurement and analysis service.

Austin, Texas-based Adometry has developed a SaaS-based platform, though which users can track how their marketing efforts lead to purchases. The firm processes tens of billions of marketing touch points from online and off-line media channels, in order to identify the 'true consumer purchase journey'.

Adometry will now become part of Google's Analytics unit, which helps web site owners and advertisers track customer actions across ads, videos and other marketing. Google said in a statement that the Adometry team will help it provide attribution solutions to better understand the influence that different marketing tools have along a customer's path to purchase.

Adometry CEO Paul Pellman (pictured) added: '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.'

Web sites: www.google.com and www.adometry.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.