Click Forensics Buys Adometry, Launches Analytics Suite

In the US, cross-platform ad measurement agency Adometry has been acquired by click fraud detection firm Click Forensics. The group - now renamed Adometry - has also launched an analytics suite to help online advertisers measure campaigns across different networks.

Since 2006, Adometry has delivered ad measurement and optimization solutions, and processed billions of ad impressions which it uses to refine and develop machine-learning algorithms that track and enhance ad campaign performance.

The group's new 'Adometry Ad Analytics' solutions have been designed to enable advertisers to measure and manage campaigns across a variety of platforms - such as publisher web sites, ad exchanges and ad networks.

Key features include the 'Validate' tool which measures how often display campaigns reached their target audiences, determines how they were reached and reveals which ad networks and publishers performed best.

Another feature, the 'Attribute' tool, uses predictive modeling and machine learning to measure not only ad lift, but also site visits, search ad clicks and social media engagement. It can also analyze budget, frequency, and placement data in order to optimize the mix of media properties that best suit ad campaign goals.

'Brands need ways to identify exactly where and when their campaigns deliver results so they can maximize return on ad spend,' states CEO Paul Pellman. 'Our new cross-platform ad analytics suite allows them to do just that by tracking the quality of impressions and unique attributes contributing to success across different systems and networks.'

Web site: www.adometry.com .