Branch pairs up with TUNE to create a supersized marketing and measurement platform

Branch announced today that it has acquired TUNE‘s attribution analytics team and business, a part of the SaaS platform that focuses on optimizing and accurately attributing ad spend. Terms of the deal were not disclosed. 

TUNE, a Seattle-based startup founded in 2009, helps ad platforms tie marketing investments to measurable outcomes. 

Backed by Android co-founder Andy Rubin’s Playground Ventures, Branch creates links between websites and mobile apps, called deep links. The deal will help the company, which supports 40,000 apps with roughly 3 billion monthly users, expand its portfolio of linking and attribution analytics tools to become the ultimate marketing and measurement platform for businesses.

“TUNE has always been a steward of Branch’s core values, especially when it comes to putting user experience and privacy first,” Branch CEO Alex Austin said in a statement. “Combining TUNE’s years of learning with Branch’s innovation, raw product execution, and key strategic partnerships is the beginning of a new era of mobile marketing. It’s going to be an incredible ride.”

Formerly known as HasOffers, TUNE was founded by twin brothers Lucas and Lee Brown. Peter Hamilton joined the startup in 2012 and has served as the CEO since.

The performance marketing company completed a $9.4 million Series A investment in 2013 led by Accel, followed by a $27 million Series B in 2015 led by ICON Ventures. For its part, Branch is in the process of raising a fresh round of venture capital funding at a unicorn valuation.