TellApart + Twitter


Today, we are excited to announce that TellApart has agreed to be acquired by Twitter.  Learn more on Twitter’s blog.


“The whole is greater than the sum of its parts.”

Aristotle’s phrase elegantly describes why we’re so excited to announce we’ve agreed to be acquired by Twitter. 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. Together, we’re excited to bring the power of cross-device targeted advertising to Twitter, our clients and all of our ad exchange partners.


Better advertising begins with the consumer.

One of the biggest challenges facing marketers today is the fractured nature of the consumer experience – across devices, between the web and apps, and between the digital and the physical worlds. While there are no silver bullets to solve this problem for advertisers, we believe that by working together with Twitter we can considerably improve the experience. On desktop, advertisers on our platform reach the right consumers at the right moments, and working with Twitter, we’ll be able to do more for our advertisers to find the right consumers on either mobile, desktop or both.


Ads are information too.

A big part of what drives us at TellApart is the idea that consumers can find value in ads if they’re relevant, compelling and timely. Indeed, we’ve based our business on getting paid only when users click on an ad they find interesting and then make a purchase from the advertiser. This is a part of Twitter’s core too, with their innovative native ad units that target the right user to drive the right engagement and action across devices.


Time flies when you’re having fun.

It’s hard to believe six years have gone by in the run up to this moment, and while we couldn’t be more excited to get started on this new partnership, we want to pause to thank the many supporters who have helped us get here:  our clients, to whom we promise we will continue to drive amazing results;  our board members and backers – James Slavet of Greylock Partners and Ajay Agarwal of Bain Capital Ventures – whose guidance has been invaluable at every step;  our business partners – including Anthony McCusker and the great folks at Goodwin Procter who have worked tirelessly to see this through;  and our families, many of whom have shared in the long nights and short weekends along the way.



The greatest leverage a partnership can achieve is found when the two companies’ efforts yield outcomes for users, advertisers and the combined organization that are greater than what could be achieved alone. We believe we’ve found that with Twitter. Our commitment to our clients remains as steadfast as ever and we’ll continue to run our business in the same way as we do today, seeking to provide value to consumers and incremental revenue to advertisers.


We are excited to join Twitter and to push forward our shared vision.


Josh McFarland, @crazyfoo

Co-Founder & CEO, @tellapart