Google has acquired a company that it spent years trying to undermine: Click Forensics.
Of course, as the WSJ reports, Click Forensics is now called Adometry, but that’s just the new name for the company that Google worked so hard to discredit. Here are just a couple of posts that show how hard Google worked to belittle the company’s click fraud research.
Now it seems Google wants the company’s click fraud technology, but, more likely, they’re interested in its ad attribution business.
Terms of the deal have not been disclosed, but Google officials said the acquisition did not have to pass through any regulatory hurdles. Adometry raised $8 million in funding in early 2013. The firm will continue to operate independently, as least for the near future, Google said.
Now we just have to ask:
a) is Google making this purchase so it can prove that search is the purchase driver, if not the “last click” attribution, or
b) has AdWords lost its dominance and so Google needs a way to show that it can still make money with other ad formats?