Can the Acquisition of TellApart Propel Twitter to the eCommerce Forefront?

It seems pretty clear that Twitter is purchasing its way into the retail space, as TellApart already has a number of marquee retail clients. Twitter wants retail to take them as seriously as they do Google and Facebook.

The escalating battle among social media platforms to harness eCommerce for their own purposes continued with Twitter’s purchase of TellApart.

According to a securities filing made public on Wednesday, Twitter agreed to pay $532.6 million in stock for the digital platform, which has specific strengths in retail and commerce verticals.

“By bringing Twitter and TellApart together, we’ll be able to help performance advertisers reach users wherever they are, whether on desktop or mobile,” according to a recent post on Twitter’s blog.

Kevin Weil, Twitter’s senior vice president of product, elaborated in the blog post:

TellApart brings deep expertise in performance advertising, driving cost-effective return on investment through dynamic product ads and email marketing. With

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