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.