Twitter to Buy Retargeting Specialist TellApart

Twitter is to acquire marketing technology company TellApart, which provides retailers and eCommerce advertisers with cross-device retargeting capabilities. Terms of the deal were not disclosed.

Founded in 2009, California-based TellApart helps retailers use consumer data to deliver personalized messages in real-time across display ads, Facebook, e-mail, and retail web sites. Each anonymous TellApart customer profile represents a merging of hundreds of online and in-store signals about a particular customer across the channels and devices they use - and is constantly updated. TellApart's predictive engine service uses these to anticipate the needs of shoppers and find products of most interest to them.

Twitter says the acquisition will provide additional tools for cross-device identity, targeting and attribution, along with a talented team with deep direct response expertise.

Kevin Weil (pictured), Twitter's SVP of Product, comments: '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. By bringing Twitter and TellApart together, we'll be able to help performance advertisers reach users wherever they are, whether on desktop or mobile.'

Web sites: www.twitter.com and www.tellapart.com .