It was recently reported that Google is acquiring the Austin, Texas based firm, Adometry, for an as yet undisclosed cost. Adometry is an online attribution firm, which specializes in crediting online ads for influencing decisions. For example, clicking on an ad, downloading an app, or making a purchase. Adometry also has roots in ad fraud prevention, which may have been attractive to Google, since the search giant is attempting to be a leader in stopping digital ad fraud.
Google also acquired Spider.io, which is an anti-fraud company, several months ago. Combined with internal developments, Google is quickly beefing up their overall fraud fighting team. This is obviously valuable to the company, which relies largely on ads for their profits, but they may also be able to offer services or consulting to other companies in the future. Of course, at this point any type of service like this is simple speculation.
Industry experts believe that the main reason for this acquisition was for the analytics benefits they will gather. Using the data Adometry can offer, Google can show potential advertisers just how cost effective using Google AdWords can be. They will likely add a number of new features that rely on this data into their new Google Analytics Premium service, to help brands manage data, traffic, ads and other information about their digital properties.
