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:
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 purchase may also help increase retail adoption of Twitter’s retargeting tools but given Twitter’s stalling MAU (monthly active users) and limited reach, the Twitter + TellApart combination feels like a lot of sizzle without a real reason to take the new combination seriously.
Unless something dramatic comes out of the acquisition like an extensive publisher build out (both app and web) or the ability to leverage more interesting first or third party data to increase ad targeting and purchase intent capture, Twitter should remain a second tier priority for retailers behind Facebook and Google.
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