Twitter acquires ad technology company TellApart and partners with Google’s DoubleClick

During its Q1 2015 earnings release, Twitter announced two major moves to beef up its direct response capabilities in advertising. Twitter has acquired marketing technology firm TellApart and partnered with Google’s DoubleClick platform.

TellApart

TellApart helps retailers and e-commerce advertisers leverage customer data to drive sales through personalized marketing across digital channels and devices. The company offers cross-device retargeting capabilities through dynamic product ads and email marketing, and Twitter believes it can extend TellApart’s services internationally and to industries beyond retail.

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“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,” TellApart said in its announcement. “Together, we’re excited to bring the power of cross-device targeted advertising to Twitter, our clients, and all of our ad exchange partners.”

Google

Twitter hopes Google’s DoubleClick platform will help it improve advertising performance measurement and attribution for Twitter direct response marketers. The partnership includes Twitter making its inventory available through the DoubleClick Bid Manager, so clients who prefer to centralize their buying can create and manage Twitter campaigns.

In its own announcement, Google says in-app formats have increased fivefold in DoubleClick Bid Manager over the past year. “Through this partnership, DoubleClick clients will be able to buy Twitter’s Promoted Tweet ad format via DoubleClick Bid Manager across mobile (including in-app) and desktop,” Google explained. “We will also make it easier for marketers to measure their Twitter ad campaigns directly within the DoubleClick platform.”

Direct response advertising

Twitter says direct response advertising “has been a major growth engine for our ads business over the last several quarters.” TellApart is supposed to “accelerate that trajectory further.”

The social giant essentially wants to help performance advertisers reach users on desktop and mobile with dynamic product ads. And letting them buy sponsored tweets through Google’s DoubleClick ad exchange definitely helps.