CANNES, France — The recent acquisition by AOL’s programming video ad sales unit of two smaller vendor companies will help close the loop between marketing spend and corresponding sales, says a company exec.

AOL acquired Santa Monica-based Convertro and Seattle-based Precision Demand.

“The combination really helps change the game in terms of how you evaluate the value of television … being able to understand the impact,” says’s programmatic TV SVP Dan Ackerman.

“CMOs are most interested in, ‘How can I attribute my advertising to impact on sales?’ We’re now able to start tying all those things together.

“We can now tie investment in digital and offline TV and radio so an advertiser understands how they make an impact ons sales and how they impact on each other. That’s a game-changer.”

Ackerman spoke with Beet.TV during the Cannes Lions International Festival of Creativity. Please find more coverage of the festival here.