TellApart
The business, the turning points, and the decisions behind them.
Some sections are still being researched2 / 4
Sections to complete：02 · 05
01 / WHAT IT BUILT
What the company did
TellApart was a Burlingame ad-tech company founded in 2009 by Josh McFarland and ex-Google engineers. It specialized in cross-device retargeting for retailers and e-commerce advertisers — dynamic product ads and email marketing that followed consumers from mobile browsing to desktop purchase, with targeting and attribution across devices.
02 / FAILURE REASONS
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03 / EVENT HISTORY
Events in the structured record
- Founded
TellApart is founded in Burlingame to build retargeting technology for retailers and e-commerce advertisers.
- Acquired by Twitter
On April 28, 2015, Twitter acquires TellApart for $532.6 million in stock to strengthen its direct-response advertising business.
- Product wound down
Twitter calls the TellApart desktop retargeting platform a 'headwind' it no longer plans to invest in, and winds the product down to zero.
04 / CONTEMPORARY REBUILD ASSESSMENT
Difficulty of rebuilding this project today
Material for this section is being gathered and checked. It will appear here once ready.
Overall assessment: Not completed
05 / CAUSAL CHAIN / AFTERMATH
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