Branch, a Facebook mobile measurement partner, buys Tune mobile attribution biz


Branch, a four-year-old company that in February became Facebook’s first new mobile measurement partner since 2013, is acquiring the mobile attribution business of Tune, which was once penalized by the social network, according to people with direct knowledge of the situation.

Terms of the deal could not be determined. Representatives of Branch and Tune could not immediately comment.

Branch uses its access to Facebook data to tell marketers how many app installations their ads on the social platform drove. Advertisers then take that data and compare it to how many app installs Google drove, for example. It has clients such as Pinterest, Slack, Fox Sports, Reddit, Bing and Amazon Music.

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Lars M. B. Anthonisen is Global Account Lead @ Google. Previously, he held various digital marketing positions at media companies across Europe and Asia including Regional Digital Director at MediaCom APAC, CMO at Adform and Digital Manager at Universal McCann Worldwide.