Twitter Acquires AdTech Company ‘TellApart’; Also Partners with Google’s DoubleClick


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Twitter has acquired TellApart, a marketing technology company which provides retailers and e-commerce advertisers with cross device retargeting capabilities.

TellApart helps retailers and e-commerce advertisers leverage customer data to drive sales through personalized marketing across digital channels and devices. Its personalized approach helps companies turn individual customer preferences into sales by predicting the items each customer will find most delightful and curating experiences that help them discover those products.

“The acquisition will help close the gap between advertisers and their target audience. Now advertisers will be able to target the right users, drive action with creative ad units and simplify the measurement of conversion performance across devices. As for creative tools, we’ve pioneered native ad units such as the Website Card, App Card and Lead Generation Card, all built specifically to drive action,” as posted on Twitter blog post.

Twitter has also partnered with Google’s DoubleClick to strengthen its cross device measurement capability. With the help of DoubleClick, advertisers will be able to measure when conversions result from views and other actions on Twitter. It will help the advertisers to get fuller understanding of how Twitter Ads served on mobile or desktop drive conversions for them across the web.