Welcoming TellApart to Twitter
blog.twitter.com
blog.twitter.com
Twitter has a clear and direct interest in building out ad-tech offerings to better leverage their platform. This is the first manifestation from what I can tell.
* ecommerce retargeting for eg shopping cart abandonment (put shoes in your cart then don't buy? Those shoes follow you around the internet). This, btw, requires catalog integrations with retailers and is not easy.
* dynamic pricing (though who knows how used this is)
* cross device retargeting (competing with fb+google+twitter who stitch identities with logins/single sign on, and drawbridge which estimates them)
It's not clear to me exactly what the synergies with twitter are. The obvious one is cross device retargeting, but if twitter can't get that done with their signin, I'm not sure how much tellapart can help.
Not that that necessarily means anything in the long term, but I imagine it would be a bit of a psychological kick in the pants to watch that happen on the day you announce a deal to be acquired.
I'm bummed though, because they had good parties that seem unlikely to continue under their new corporate overlords.