DoiT has acquired Attribute for $65.0 million in an all-cash transaction. The deal closed earlier this week, and Attribute’s team will join DoiT’s engineering and product divisions. The acquisition brings Attribute’s technology under DoiT’s ownership, with no external funding rounds involved in the transaction.
Attribute is the first complete lead attribution software backed by artificial intelligence. Its platform tracks customer interactions across multiple channels and assigns credit to the touchpoints that drive conversions. DoiT, a cloud cost management and optimization provider, will integrate Attribute’s capabilities into its existing suite of tools for cloud-native businesses.
The acquisition is strategic for DoiT because it expands the company’s reach beyond infrastructure management into marketing analytics. By owning Attribute’s AI-driven attribution engine, DoiT can offer clients a more unified view of their technology spend and customer acquisition performance. This combination addresses a growing need for organizations to connect cloud resource usage with revenue-generating activities.
For Attribute, the deal provides access to DoiT’s larger customer base and distribution channels. The software will continue to operate as a standalone product initially, but DoiT plans to embed its core features into its main platform over the next two quarters. Both companies expect the integration to reduce friction for joint customers who currently manage cloud costs and marketing data separately.
The combined entity will focus on delivering a single dashboard that links marketing spend, cloud infrastructure costs, and revenue outcomes. DoiT’s leadership has indicated that Attribute’s AI models will be retrained on aggregated, anonymized data from its existing client base to improve attribution accuracy. No changes to Attribute’s pricing or support structure have been announced, and the product will remain available to current users without interruption.