It's a tough time to be Twitter. Between a dismal quarterly earnings report, another ragging from our own Denny Hatch and bouncing around leadership of their "hapless" marketing initiatives, you'd think that the end is nigh for the global social networking power player. Maybe, or maybe not. Times may be tough, but it's doubtful that Twitter is down for the count. Last week, they announced that they're moving to acquire MarTech company TellApart—hopefully making the platform more viable for marketers.
According to a press release, TellApart's acquisition will be able to provide "retailers and e-commerce advertisers with unique cross-device retargeting capabilities through dynamic product ads and email marketing."
Twitter's SVP of Product Kevin Weil addressed the acquision in a blog post, noting how Twitter is working to improve it's cross-platform and retargeting game—and where TellApart fits into boosting that strategy.
"Together, we're excited to bring the power of cross-device targeted advertising to Twitter, our clients and our ad exchange partners," said TellApart CEO Josh McFarland. With all the negative press surrounding Twitter, it seems like the perfect time to get serious about advertising that works—across Twitter platforms and devices. What do you think about this move? Let us know in the comments, below.