Messaging platform Artisan to sing a new Tune
In what has been characterized as an "ad tech shakeup," ad measurement company Tune recently announced that it will acquire messaging platform Artisan.
The intersection of advertising and social platforms has been long and evolving. Over the years, the primary goal for messaging services as well as other social media companies has been leveraging their wealth of engagement and usership into ad sales. However, the goal is to integrate advertising in a targeted, inconspicuous way that doesn't distract or deter users. Experts say that Tune's latest deal is designed to help companies learn more about buying, sharing and viewing behavior.
"This acquisition follows a trend in mobile marketing, advertising, and attribution, and that's to do more in a single SDK," says Venture Beat research head John Koetsier. "Assuming Tune integrates these capabilities into its existing platform, existing customers will gain that much more insight into their users, the success or failure of their marketing campaigns, and what happens after initial user acquisition. That will all help mobile publishers to be more efficient at growing their business."
Some of Artisan's specific services include cohort analysis, A/B and multivariate testing, push notifications, in-app messaging, geo-targeting and optimal-time messaging. These tools have become invaluable to marketers and advertisers looking to gain an advantage over their competitors in digital media. The acquisition should push those technologies further into the targeted advertising sphere as Tune focuses on third-party measurements.
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