How AOL’s Approach To Online/Offline Attribution Is Set To Evolve

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AOL has been enjoying its second life since completing its evolution from an internet service provider into an ad network and then into programmatic platform company even before being purchased for $4.4 billion by Verizon.

Whether or not AOL platform rival Yahoo is acquired (or not) by Verizon, the company is already moving forward on a number of fronts to deliver a clearer set of online-to-offline attribution solution.

While “omnichannel attribution” is being promised by practically every major ad tech company, Amy Mitchell, AOL, GM and head of Convertro (the attribution provider AOL acquired over two years ago), offered her take on the state of digital-to-physical marketing data, the integration of Millennial Media and revamping of MapQuest has had on its capabilities.

Lastly, Mitchell also outlined AOL’s approach to achieving higher levels of geo-data accuracy as it becomes the crucial differentiator among marketing platforms, a point that was also outlined in this week’s Forrester Wave report which ranked Convertro as a “strong performer.”...