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April 29, 2015

Twitter Snaps Up TellApart to Bolster Advertising Options

Twitter is acquiring marketing technology firm TellApart in a bid to give marketers more options when advertising with the social network.

Now that Twitter is the proud new owner of TellApart and all of its nifty technology, it can offer advertisers better cross-device retargeting capabilities.

Screen Shot 2015-04-29 at 12.10.53 AM“By bringing Twitter and TellApart together, we’ll be able to help performance advertisers reach users wherever they are, whether on desktop or mobile,” Twitter senior vice-president of product Kevin Weil said in a blog post.

“TellApart brings deep expertise in performance advertising, driving cost-effective return on investment through dynamic product ads and email marketing for clients like Neiman Marcus, Pottery Barn, Sur la Table and Wayfair. With continued investment and expansion through our global sales teams, we believe we can extend TellApart’s services internationally and to industries beyond retail.”

Weil said TellApart’s technology will accelerate the growth of direct response advertising on Twitter.

TellApart CEO Josh McFarland said the acquisition is not only the perfect fit for both companies, but for Twitter users and advertisers too.

“TellApart’s strengths in personalization, dynamic product ads, commerce data and with retail advertisers are strong complements to Twitter’s deep experience in mobile, understanding users and the app ecosystem,” he said. “Together, we’re excited to bring the power of cross-device targeted advertising to Twitter, our clients and all of our ad exchange partners.

“On desktop, advertisers on our platform reach the right consumers at the right moments, and working with Twitter, we’ll be able to do more for our advertisers to find the right consumers on either mobile, desktop or both.”

Financial details of the deal were not divulged. The companies did say TellApart’s acquisition will not change the way the start-up does business — it will continue to service its clients as usual.


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Jennifer Cowan is the Managing Editor for SiteProNews.

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