Web.com Grabs Acquisio for Machine Learning/AI Capabilities
November 1, 2017 | Contributed by: Greg Sterling
Web.com has acquired paid-search and social marketing platform provider Acquisio. Web.com is based in Florida; Acquisio is headquartered in Montreal, Canada. The deal terms were not disclosed; however Web.com is a public company and would have to disclose the amount if it were deemed “material.”
Acquisio has recently made a big splash by championing the application of machine learning and AI to paid search marketing. The company produced a report (.pdf) with LSA that showed how machine-based optimization could do a better job of managing lower-budget advertiser accounts and make those accounts more profitable than with conventional paid-search campaign management.
Web.com began years ago as a pure webhosting company and has evolved over time to become a full-service marketing provider for SMBs. It competes with GoDaddy and a range of local media publishers who sell similar services.
In its press materials, Web.com said it would expand the application of Acquisio’s machine learning and AI technology to its broader suite of digital marketing services. The company seeks to find the right mix of products, sophisticated technology (including data) and human customer service.
Web.com’s pick up of Acquisio is definitely forward-thinking. Machine learning and AI will play larger and larger roles in digital marketing in the immediate future as well as over the long term. Companies without these capabilities — especially those that are trying to service SMBs at scale — will be at a competitive disadvantage.
At LSA’s Cloud Adoption Summit in San Francisco on December 7, you’ll hear iPromote and Google discuss how machine learning will impact the future of SMB digital marketing.