Accelerating direct response advertising – welcoming TellApart to Twitter

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We’re pleased to announce that we’ve reached an agreement to acquire TellApart (@tellapart), a leading marketing technology company providing retailers and e-commerce advertisers with unique cross-device retargeting capabilities. You can read TellApart’s post about the agreement here, as well as learn more about their products and services. 

Consumers now move fluidly between apps, devices and platforms, and performance advertisers are in need of more effective targeting and measurement tools that work seamlessly if, say, someone browses for products on a mobile device but ultimately makes a purchase on a desktop device. Offering this seamless experience is an ongoing priority for us, as it is for the advertising industry as a whole.

To close the current gap, we’re making strong investments in our direct response capabilities in order to enable advertisers to target the right users, drive action with creative ad units and simplify the measurement of conversion performance across devices. On the targeting side, recently we made it simpler for advertisers to target audiences on Twitter on both mobile and desktop, based on their own data or based on intent signals off of Twitter. 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. For measurement, our introduction of enhanced conversion tracking has made it easier for advertisers to see their website purchases from Promoted Tweets across mobile and desktop. Further, we’ll be strengthening our cross-device measurement capabilities through a new partnership with DoubleClick.

By bringing Twitter and TellApart together, we’ll be able to help performance advertisers reach users wherever they are, whether on desktop or mobile. 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.

Direct response advertising has been a major growth engine for our ads business over the last several quarters. We’re confident that TellApart will accelerate that trajectory further. Stay tuned for more details on our plans for this space in the coming months. In the meantime, welcome, TellApart, to Twitter!