Google Inc (NASDAQ:GOOG) (NASDAQ:GOOGL) has been doing one thing really right since it started advertising on the internet. The company, despite all of its distractions in wearable technology and driverless cars, has been improving the effectiveness of its advertising at every chance it gets. That improvement has left Google cost-per-click well ahead of competitors, and pushed the company’s ARPU in the same direction. A new acquisition shows that the company is not about to slow that process down.
According to a blog post from the smaller company, Google Inc (NASDAQ:GOOG) (NASDAQ:GOOGL) has gotten its hands on Adometry. The news was broken by the Wall Street Journal this morning before wither of the firms involved got a chance to describe the acquisition to those concerned. There was no information on how much money changed hands under the terms of the acquisition.
Google delves deeper into attribution
Adometry concentrates its efforts on attribution. That means tracking a consumer through their internet grind in order to see what pushed them to make a purchase. That is an important body of information for businesses as they try to tailor their advertising to best suit their product. The addition of Adometry to the Google Inc (NASDAQ:GOOG) (NASDAQ:GOOGL) advertising package may soon mean improved native functionality for attribution.
For the time being Adometry will continue to exist as it did previously and serve its existing customers. The firm’s technology and engineering talent is now at the behest of the Google Inc (NASDAQ:GOOG) (NASDAQ:GOOGL) Adwords unit, however, a situation that Adometry CEO Paul Pellman calls exciting. The CEO says that Google “shares our core values” particularly in their “focus on innovation and solving big problems.”
Attribution is important for Google Inc (NASDAQ:GOOG) (NASDAQ:GOOGL) as the company continues to try to stay ahead of th pack in online advertising. With Facebook Inc (NASDAQ:FB) doing its best to take a different tack on tech advets, Amazon apparently questioning an push into the industry and Microsoft always doing something on the edges of a breakthrough, the company is pressured from all sides to offer compelling advertising to its customers.
Google heads away from search
According to the Wall Street Journal, the move shows a Google Inc (NASDAQ:GOOG) (NASDAQ:GOOGL) more willing to give up revenues in its core search business as it tries to offer a better advertising product all around. Google has benefited from being the place that people finally search for a product they’ve been thinking about, and taking the cut of a large amount of advertisements.
Attribution is a problem that has not been solved just yet, and it will be difficult for Google Inc (NASDAQ:GOOG) (NASDAQ:GOOGL) or anyone else to say with a degree of certainty what drove a specific customer towards a specific purchase. Google’s possible loss of search revenue on the back of better attribution is nothing compared to the problems the company could face if somebody else came up with a technology dealing with the issue.
Web advertising is likely to continue to thrive in the coming years, but it is unlikely to stay the same. With acquisitions like that of Adometry, Google Inc (NASDAQ:GOOG) (NASDAQ:GOOGL) shows that it’s willing to buy into companies in order to control the technology, and the industry.