To improve attribution, Twitter announced a new partnership with Google. The platform has also reached an agreement to acquire TellApart, a company that provides retargeting across devices.
To keep up with consumers toggling between apps, devices, and platforms, Twitter and Google have updated DoubleClick to measure when Twitter activity results in conversions, according to a blog post from this afternoon.
The enhancement to DoubleClick is especially relevant for direct-response marketers. Through its partnership with Google, Twitter is making its inventory available through Double Click Bid, allowing advertisers to manage their campaigns more easily. Both of these offerings will be available in the next few months, though Twitter hasn’t specified exactly when.
Twitter has had a busy day. In addition to its partnership with Google, the platform reached an agreement to purchase TellApart, a former Facebook partner that provides cross-device retargeting capabilities.
Though the company has primarily focused on retail – clients include Neiman Marcus, Pottery Barn, and Wayfair – Twitter plans to expand it to other industries. With this acquisition, the microblogging platform intends to more seamlessly track someone browsing products on a smartphone before ultimately making a purchase on a tablet.
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