Mobile ad measurement company Tune recently announced the acquisition of app engagement specialist Artisan at an undisclosed sum. Artisan provides app analysis for developers as well as A/B testing, push notifications and in-app messaging as well as other targeting options, whilst Tune measures the success of an ad campaign by tracking user clicks.
Tune provides mobile ad campaign tracking
John Koetsier, Head of Research, VentureBeat, says:
“This acquisition follows a trend in mobile marketing, advertising, and attribution, and that’s to do more in a single SDK. 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.”
“[The Artisan acquisition enables Tune to] set up automated workflows around re-engagement using messaging, [allowing it to complement its existing re-engagement tracking]. The primary focus here is the visibility given a Tune customer regarding what happens after the install, [while Artisan’s] richer analytics around the user lifecycle post-install [may have been the real asset Tune was after].”