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AOL Buys Ad Attribution Startup Convertro for $100 Million

Peter Kafka covers media and technology, and their intersection, at Vox. Many of his stories can be found in his Kafka on Media newsletter, and he also hosts the Recode Media podcast.

AOL is buying Convertro, a company that helps marketers figure out which ads lead customers to buy something, for $101 million. Earlier today, Google announced that it had bought Adometry, which also specializes in ad attribution. Earlier this year, AOL bought Gravity, a content recommendation service, for $90 million.

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