Ecommerce firm Adroll partners with Magento

Ecommerce firm Adroll has agreed to integrate its ad targeting and attribution with the cloud management service of Magento Commerce. The partnership is seen to benefit more online merchants in the future.

Bay Alarm Medical will be one of the first beneficiaries of the partnership between the two ecommerce firms. The Concord, California-based firm sells various medical alert systems. It has been a partner of Magento for the past four years and has worked with Adroll for nearly a decade.

Adroll partnership benefits

Bay Alarm Medical director of sales and marketing Alan Wu believes that the integration between Adroll and Magento will spur the multi-touch attribution modeling that the company is developing.  Multimedia attribution has often been dismissed as a nuisance to retargeting because the goal typically is to allocate credit to the consumer conduit instead of paying the firm responsible for the final click. Bay Alarm says that retargeting is still a priority for them because it is relatively cheap.

As part of the partnership, Adroll will give a percentage of its marketing fee to the Canadian e-commerce platform when shared customers boost sale through its ad technology. Adroll anticipates that by sticking with early stage ecommerce firms, it would more than make up for the small loss in profits.

Adroll partnership with early stage companies

Adroll President Scott Gifis said in a statement that the firm has always acknowledged the importance of partnering with early stage companies.  While its retargeting services will take a backseat, Adroll is hopeful that it would generate income from clients that try other high-priced products such as attribution and prospecting.

Magento Commerce is one of the top ecommerce platforms in the world. Based in Austin, Texas, the firm also recently announced it raised $64 million in fresh investments to support its plans to expand internationally especially in Europe.