In case you’ve been sleeping under a rock: Twitter Acquires TellApart

Consumers now move fluidly between apps, devices and platforms, and performance advertisers are in need of more effective targeting and measurement tools that work seamlessly if, say, someone browses for products on a mobile device but ultimately makes a purchase on a desktop device. Offering this seamless experience is an ongoing priority for us, as it is for the advertising industry as a whole.

Accelerating direct response advertising – welcoming TellApart to Twitter.