DoiT, the Santa Clara cloud-cost company, has acquired the Israeli startup Attribute for a reported $65 million. Calcalist's CTech published the deal on 17 August at 10:00 Israel time — 07:00 UTC — which is how an acquisition surfaces on an otherwise silent global Monday morning: Israel's working week starts on Sunday.

What Attribute sells

Founded in 2023 by chief executive Izhak Zimmermann and chief technology officer Liad Tropp, Attribute gives real-time visibility into spending on AI tokens, models and cloud resources. The pitch is granularity: cost attributed "at the level of teams, products, features, AI agents and individual customers". It raised about $13.5 million in seed funding from Mensch Capital, SCapital, HarelTech and IBI.

The buyer's run

DoiT was founded in 2011 and serves more than 4,500 customers across 27 countries — Spotify, Booking.com and Akamai among them — with roughly 650 employees. Attribute is its fifth acquisition in about two years, after PerfectScale and Live Diagrams in January 2025, Cloudwise in October 2025 and SELECT in January 2026.

What the common framing gets wrong

The $65m is an estimate attributed to market sources, not a disclosed price. Neither company published a number, and write-ups stating it as fact assert more than is known. Against roughly $13.5m raised it implies about five times invested capital — a ratio only as reliable as the estimate under it.

The second misreading concerns the $200 million figure now attached to this story. That is DoiT's cumulative M&A spend across all five deals over two years. It is neither the price of this transaction nor money DoiT has raised. Reports pairing "$200 million" with "Attribute" in the same breath invite both errors at once.

A third point of care: Attribute is not an AI company in the model sense. It is FinOps tooling that happens to meter tokens. The interesting fact is not the technology but the necessity.

Why a token needs a cost centre

Cloud cost management grew up around virtual machines — durable, attributable, owned by a team. Inference bills behave differently: an autonomous agent can spend on behalf of a customer, inside a feature, on infrastructure nobody has provisioned by hand. That a three-year-old company can be worth an estimated $65m for splitting that bill apart says enterprise AI spend has passed the point where anyone can reconstruct it from a cloud invoice.