Branch buys TUNE’s attribution platform
The acquisition boosts Branch’s nascent attribution solution, adds to its deep linking and complements its access to Facebook data — which TUNE no longer had.
Branch has been best known for its deep-linking solutions, and TUNE for its mobile attribution of app installs, as well as for mobile performance marketing.
This week, Branch announced it is acquiring TUNE’s Attribution Analytics platform and team. With Branch getting its attribution platform, TUNE will focus on HasOffers, its performance marketing solution.
Branch released a mobile attribution offering in February called Universal Ads, which now will be boosted by TUNE’s. While TUNE had been focused on attributing credit to ads that led to app installs, Branch will also include attribution for other kinds of effects from ads in mobile web and apps.
Branch cofounder Mada Seghete pointed out that her company had essentially been in the attribution business with its deep linking solutions, since it had to track users’ origins as their clicks on links in emails, in web pages or in apps led to apps being installed and then to the destination pages opened.
When building deep linking, she added, Branch had to track and measure but “much faster than standard attribution.”
Branch will merge the TUNE attribution platform into its platform, and the combined solution — to be completed by Q1 — will be called Branch.
Facebook’s mobile marketing partners
A key disadvantage for TUNE’s attribution was its removal from Facebook’s mobile marketing partners program in 2014 because it violated the social platform’s privacy policies for keeping Facebook-derived user data too long. This meant it didn’t have direct data on ads in Facebook’s network that led to app installs.
Branch obtained membership in the Facebook mobile marketing partners program in February.
Branch co-founder Mike Molinet said the acquisition positions his company as “the leading mobile measurement platform, bigger than anyone else, with a combination of customer solutions.”
He noted that many mobile attribution firms — like Kochava or Adjust — only track app installs, while Branch will be one of the few with an integrated solution to track the path to app installs as well as other effects from mobile and app ads.
The Redwood City, California-based Branch will maintain its new attribution team in what is appropriately called a branch office in Seattle, where TUNE is headquartered.
About The Author
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.
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