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1Fix the driver behind crashes, sound loss and screen glitches2Repair Windows errors before they cause bigger problems3Scan for outdated or missing drivers - takes under a minuteTellApart completed its acquisition of AdStack on September 30, 2013. The deal was reported as involving consideration in the single-digit millions, but neither company disclosed an exact purchase price. “Under $10 million” is a shorthand for that reported range—not a confirmed transaction value.
What was reported about the acquisition price?
VentureBeat reported that a TellApart spokesperson characterized the total consideration, including cash and stock, as being in the single-digit millions. TechCrunch also described the price as a single-digit-million cash-and-stock deal. Neither report gave a precise figure or a breakdown of the payment. VentureBeat’s September 30, 2013 report and TechCrunch’s report that day therefore support the headline’s “under $10M” wording as a range-based description, not a disclosed exact price.
TellApart had raised $17.75 million by that point, according to the 2013 reporting. That figure refers to funding raised by TellApart, not the amount paid for AdStack.
What did TellApart and AdStack do?
TellApart focused on retail advertising
TellApart used customer and commerce data to help retailers target advertising and offers. Its work connected information about shoppers and their activity with campaigns intended to reach relevant customers.
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AdStack optimized email campaigns
AdStack offered email campaign analytics, A/B testing, personalization, and targeting. VentureBeat reported that the company had six employees and roughly a dozen paying customers at the time of the acquisition.
Why did the businesses fit together?
The strategic logic was to pair TellApart’s retail advertising and customer-data capabilities with AdStack’s email expertise. Email could add another channel for personalized commercial messages, complementing the advertising and offers TellApart helped retailers deliver elsewhere.
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TellApart CEO Josh McFarland framed email as a form of native advertising: “Email truly is the godfather of native advertising — commercial messages designed to be consumed as content,” VentureBeat quoted him as saying. The acquisition announcement is also covered by AdExchanger.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What happened to TellApart afterward?
On April 28, 2015, Twitter announced that it had reached an agreement to acquire TellApart. Twitter described TellApart’s capabilities as including performance advertising, dynamic product ads, and email marketing, and named Neiman Marcus, Pottery Barn, Sur la Table, and Wayfair among its clients. Twitter’s announcement provides later context for TellApart’s business, but it does not establish whether AdStack’s specific product continued after the 2013 acquisition or remains available today.
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