Boston, MA 05/12/2014 (wallstreetpr) – The competition to bag the biggest amount of the online ad spending has just gone a notch higher with Google Inc (NASDAQ:GOOG)’s acquisition of Adometry Inc. The acquisition steps up Google’s attraction of online advertisers, the group that has been the main source of its revenue.
Adometry provides analysis and Internet measurement services, and it mainly serves online advertisers that include Citigroup Inc (NYSE:C), EBay Inc (NASDAQ:EBAY), Dish Network Corp (NASDAQ:DISH) and Levis Strauss & Co. The startup is based in Austin, Texas.
Google announced that in the short-term, the business will maintain its present operation structure and in the future it will have to make changes in its operations.
With the latest acquisition deal whose the financial details have not been disclosed, Google may have just hit rivals Facebook Inc (NASDAQ:FB) and Amazon.com Inc (NASDAQ:AMZN) where it hurts most.
Attracting advertisers
With online advertisers facing wider options as many players enter the ad revenue business, ad providers are competing on quality because advertisers are looking for online ad providers that have the tools and technology to measure the quality of their marketing efforts. Therefore, Google, Facebook and Amazon are turning to acquisitions of technologies and talents to attract advertisers to their respective platforms.
Adometry has the answer
Adometry’s software helps companies to track the progress of the marketing efforts with the aim of knowing the ad channel that leads to higher purchases. Google Inc (NASDAQ:GOOG) announced that it would integrate Adometry into its Analytics arm. Google Analytics lets advertisers to track customer actions on their marketing features on platforms such as mobile and desktop.
As such, Google Inc (NASDAQ:GOOG) expects Adometry to enrich its Analytics arm to attract more high-dollar advertisers to its platform. The acquisition also comes in the wake of the company’s partnership with hotel chains in clear efforts to improve ad revenue in the travel industry.
Google generates the majority of its revenue from advertisers, but the company is finding itself under intense competition as more players enter the hunt for the online ad dollar.
