Google (GOOG -1.2%) has bought Adometry, developer of an online ad measurement platform (known as Attribute) that takes in data from over a dozen different sources (inc. online, offline, and mobile channels) to figure out whether an ad was viewed, and whether it led to a sale.
Adometry runs algorithms over massive datasets to determine which online/offline channels (if any) deserve credit for producing a conversion. The startup claims the ability of its algorithms to "work at the most granular level" yields unmatched accuracy.
Google has been stepping up its efforts lately to improve ad measurement, with the goals of improving ad prices and compelling marketers to direct more of their budgets to online channels. The company is already running a pilot program to figure out the extent to which search ad sales drive offline purchases, and has partnered with Nielsen to develop TV-like ratings tools for YouTube.
The Adometry deal shortly follows the purchase of Rangespan, a provider of analytics software that helps online retailers gauge product demand and make inventory decisions. Google is expected to use Rangespan to help product listing ad (PLA) clients get more bang for their buck.