Home Mobile Who Needs Facebook? Tune Taps MobileDevHQ To Help With Unpaid Acquisition

Who Needs Facebook? Tune Taps MobileDevHQ To Help With Unpaid Acquisition

SHARE:

tuneThis year started out a bit rocky for Tune (née HasOffers), but the app attribution company seems to be moving on with Monday’s acquisition of MobileDevHQ.

The purchase is part of Tune’s bid to build out its user acquisition attribution capabilities.

The move comes a little more than a month after the company’s rebrand from HasOffers to Tune, which one could argue was part of an effort to distance itself from its fallout with Facebook last February over how Tune, then HasOffers, handled customer access to device-level performance and attribution data. According to Tune, however, the rebrand was in the works for nine months, way before anything happened with Facebook.

But back to the acquisition. As it stands, Tune’s MobileAppTracking tool is primarily focused on the paid attribution analytics. The companies have been partnering on initiatives and integrations for some time. MobileDevHQ is all about search and inbound app marketing, a capability Tune CEO Peter Hamilton said will complement his company’s offerings.

“[MobileDevHQ] has been working on the unpaid side of user acquisition, which, quite honestly contributes over half the volume of users downloading and installing mobile apps every day,” Hamilton said. “Currently, MobileAppTracking doesn’t give any insight beyond the fact that an install came organically, but we want to provide a more holistic view to marketers.”

MobileDevHQ tracks mobile search and organic inbound data with the aim of helping advertisers get a handle on app store visibility and discoverability and improve search ranking by understanding which keywords were most successful.

“It’s all done with an eye on optimization for what happens both in the app store and what’s going on outside, as well as providing competitive analysis,” said MobileDevHQ’s CEO and cofounder Ian Sefferman.

Several MobileDevHQ clients will be making the move over to Tune, including hotels.com, R/GA and Experian.

Terms of the deal were not disclosed. MobileDevHQ had raised $1.1 million since the 10-person company opened its doors in 2009, according to CrunchBase.

Although he wouldn’t go into more detail, Hamilton said Tune is looking to make some announcements soon around multi-touch attribution and mobile retargeting. As for what may or may not happen down the line with Facebook, Hamilton was diplomatic.

“Right now, we’re staying focused on our clients needs,” Hamilton said. “We can’t control our relationship with Facebook. Obviously, we’re still friendly with them and want to continue to be helpful in the future should they want to work with us, but we’re not banking on that or expect that to come about. We’re just going to keep bringing as much forward-thinking technology to market as we can.”

Must Read

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.