AOL Invests In Attribution, Acquires Convertro for $101 Million

aol-logoAOL added yet another arrow to its ad-tech quiver Tuesday, snatching up attribution modeling company Convertro for approximately $101 million, the company announced.

The acquisition is geared towards at helping AOL’s ad-tech improve its understanding of which media is working most effectively and then rapidly shift budget in that direction in order to optimize buys.

For the full story read Ad Age