Google is looking to find even more accurate information about its advertising and which adverts are having the greatest effect after it agreed to a price for the purchase of the online attribution company Adometry.
Adometry raised US$8m in funding in early 2013 and has developed analytical software that is capable of pin-pointing which particular adverts are more likely to generate a response from consumers or increase traffic and purchases.
Google already has its own analytical software, but under the deal the internet search giant may be able to tell potential advertisers how they can make a greater return on their advertising budget.
According to The Wall Street Journal, Google may also be interested in Adometry because of its work in online advert fraud prevention. Adometry’s Click Forensics software claims to be “trained on a massive, real-world data set consisting of billions of paid clicks from hundreds of advertisers, publishers, and ad networks.”
Also on Google’s recent acquisitions list is UK-based Rangespan, a retail forecasting e-commerce start-up that may help Google augment its presence in the online shopping arena.