NEWS11 September 2018

Branch acquires Tune’s mobile measurement business

Data analytics M&A Media Mobile News

US – Software-as-a-service firm Tune is selling its attribution analytics platform to cross-platform measurement company Branch.

Tune’s analytics service provides marketers with measurement data to attribute media spend on mobile. Branch, which creates links between websites and mobile apps, is used by 40,000 apps including Airbnb, Pinterest and Tinder.

The acquisition will combine Branch’s linking and measurement with Tune’s mobile attribution expertise. Existing Tune analytics customers will also gain access to Branch’s deep linking and mobile marketing platform.

Alex Austin, chief executive of Branch, said: "Tune has always been a steward of Branch’s core values. Combining Tune’s years of learning with Branch’s innovation, product execution, and key strategic partnerships is the beginning of a new era of mobile marketing.”

Peter Hamilton, chief executive of Tune, added: “Combining Branch’s approach to linking and technology with Tune’s service level and experience in measurement will have a major impact on the ongoing success of our customers.”

The terms of the acquisition have not been disclosed.