Twitter acquires TellApart (ad buying platform)

Companies in Relationship

TellApart, Twitter

Deal Facts

Initial Announcement Date: 4/15

Consideration: $533 million in stock (Source: SEC filing)

Twitter acquires TellApart, which helps retailers leverage their data to personalize the customer experience and drive omni-channel commerce. TellApart's integrated suite of marketing solutions allows marketers to deliver personalized messages in real-time across platforms such as display ads, Facebook, and email.

Twitter is acquiring TellApart to boost its ad revenue, Interestingly, TellApart was formerly a major Facebook ad partner. Twitter will also now allow its ads to be bought through DoubleClick’s bid manager to help advertisers centralize their buying.

Twitter CEO Dick Costolo was an angel investor in TellApart.

Strategic Implications

Within Twitter, TellApart will focus on cross-device targeting and ad measurement, both online and offline, in order that Twitter can get credit for an ad.

Twitter's partnership with Google’s DoubleClick ad exchange means ad agencies will be able to purchase inventory on Twitter Promoted Tweets as well as websites from a single interface. The DoubleClick relationship should also increase Twitter's ability to measure when a click on Twitter leads to a purchase or other desired action.

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