AOL Inc. (NYSE:AOL) announced it would buy Convertro Inc., which helps marketers evaluate ad purchases, for $101 million, part of AOL’s continuing investment in advertising technology.

The New York web services company announced the deal ahead of its most recent earnings report. AOL's higher spending to attract an audience for advertisers squeezed its profit margin in the first quarter, causing a shortfall against analysts’ estimates. The shares sank 22 percent.

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