On May 14, Acxiom announced its intention to acquire LiveRamp, a "data onboarding service," to the tune of $310 million in cash. Several Forrester analysts (Fatemeh Khatibloo, Susan Bidel, Sri Sridharan, and I) cover these two firms, and what follows is our collective thinking on the impending acquisition after having been briefed by Acxiom's leadership on the matter.
On the morning of May 6, 2014, Google announced its intent to acquire Adometry, a leader in the attribution technology space. Later on the same day, AOL announced its intent to acquire Convertro, another top-performing attribution technology vendor. The Adometry acquisition is not surprising, as Google needed to make major investments in its existing attribution offering with some enhanced analytics and insights services, which Adometry can provide. AOL’s acquisition of Convertro was a move to further build out its ad technology stack, hoping to obtain strong attribution algorithm and stellar engineering staff through this acquisition.
Both companies stand to benefit from the acquisition of these small but extremely knowledgeable experts in marketing and media measurement. Two of the biggest benefits for each include:
A strong services staff with deep knowledge of all media and marketing data and, more importantly, the expertise in driving actionable insights in a complicated media-buying world.
An innovative ability to stitch data sources together — online, offline, and mobile — across the buyer’s journey.