Why Twitter’s TellApart Fell Apart

Twitter acquired TellApart, a remarketing platform, in 2015 in hopes of giving its own direct response revenue a boost. But the boost never materialized, and now Twitter’s largest acquisition to date is looking like a bust, with TellApart now being blamed for Twitter’s current performance problems. So what went wrong? Jay Friedman, Goodway Group’s COO, shares his thoughts in this AdExchanger article.