• by Tyler Loechner  @mp_tyler, June 18, 2015

One year ago, the ad tech industry saw a handful of independent media attribution companies get acquired by the big dogs in the space. Most notably, AOL scooped up Convertro, and Google bought Adometry. Other deals happened in the same time period as well, including Rakuten Marketing’s purchase of DC Storm.

The flurry of M&A activity leveled the field of independent attribution companies. And from the ashes rose several new players, including Conversion Logic, which launched last August before the dust even settled. Nielsen also entered the fray with its own multi-touch attribution offering, launched just last month.

While Nielsen may have the bigger brand name, Conversion Logic is the one making headlines today. The company has announced it has exited beta to bring its attribution platform -- which measures campaigns across display, search, social, mobile, online video, radio and now TV -- to the industry at large. Conversion Logics ends its beta run 10 months after launching and two months after raising $4 million in a seed round of funding led by Rincon Venture Partners.

Real-Time Daily spoke with Alison Lohse, a co-founder of Conversion Logic, about the platform. Lohse co-founded Conversion Logic with Trevor Testwuide, both of whom previously worked at Visual IQ, another attribution company.

She said the timing of the company’s launch last year -- i.e. launching immediately after the big wigs in attribution were acquired --  was incidental, but notes that it has worked out for them. She said Conversion Logic’s independence is a “big point of conversation,” as many clients are wary about working with a non-independent attribution provider.

 “Our perspective is an independent point-of-view,” she said. “Especially when answering such an important question, it really has to come from an independent voice.”

Conversion Logic has combed through data to create a “baseline” for every channel measured. The baseline “assumes that a certain amount of converting behavior is natural,” said Lohse. In other words, the baseline tells a marketer what type of conversion rate they can expect from a channel if they turned off their campaigns today.

Conversion Logic can then measure against the baseline to see how much lift a campaign provides. This also allows Conversion Logic to view all the channels together “in concert,” said Lohse, making it easier to redistribute (or add) spend accordingly.

The company says it works with over a dozen clients including both brands and media agencies. Lohse noted that most clients are in e-commerce or finance, and almost all are running a combination of digital and TV campaigns. The only named client is Guthy-Renker, a direct response marketing firm.

Conversion Logic pulls its data from a variety of sources. In fact, Lohse says the platform is open to allow clients to pick and choose where they want source data to come from.

“We’re focused more on individual client data systems,” Lohse said. “So we’re plugged into a lot of third-party ad servers, DSPs, specific publishers, etc. -- but we aren’t taking aggregate data, just client user-level data. We are modeling at the user-level for digital, and for TV we are pulling in whatever source data our client has.”

Up next: Extending beyond digital and “traditional” channels to incorporate the most traditional channel of them all -- the physical world. Lohse said the company is in the process of onboarding in-store data into its platform.