DV to Acquire Marketing Attribution Firm Rockerbox

New York-based digital media measurement solutions firm DoubleVerify (DV) is to pay $85m in cash for marketing attribution specialist Rockerbox, whose marketing measurement platform brings together insights from multi-touch attribution, marketing mix modeling and incrementality testing.

Rockerbox's cross-channel conversion attribution and ad spend data, which gives 'deep insights' into customer journeys, will be integrated with DV's dynamic activation technology Scibids AI, to give clients a continuous feedback loop between measurement, optimization and activation - linking promotional activity and business performance. Specifically, it promises a holistic view of cross-channel performance to identify the touchpoints driving conversions; AI activation and comprehensive data assets to improve performance and achieve key KPIs; granular, cross-channel path-to-conversion insights to enhance budget allocation and media planning; and automated data collection and media optimization to boost operational efficiency.

DV says the buy enhances its suite of data solutions for end-to-end media performance measurement and activation, driving its evolution into a provider powering 'definitive ad KPI achievement' as well as strengthening its ability to serve small to mid-sized performance companies.

DoubleVerify CEO Mark Zagorski says the acquisition gives the firm 'a transformative opportunity to capture the full scope of a campaign's performance, integrating DV's trusted data with conversion insights across both the open web and walled gardens'. Ron Jacobson (pictured), CEO of Rockerbox, says the combination will deliver 'the industry's best full-funnel measurement offering - opening up new growth opportunities for current DV customers and expanding DV's basket of solutions to attract new ones'.

The deal is expected to close early in the second quarter.

Web sites: www.doubleverify.com and www.rockerbox.com .