MOBILE ATTRIBUTION: TUNE + BRANCH

Mobile deep-linking company Branch has just acquired mobile attribution veteran Tune from HasOffers. HasOffers' Tune was once one of the most popular attribution analytics companies. Circa 2013/2014 it fell into disgrace when Facebook banned them from their measurement partner list after accusing them to keep customer data too long and fail to notify developers of their data-collection practices. Since then Tune relied on less than perfect fingerprinting to attribute installs. Thanks to this acquisition, Tune will regain access to Facebook data. The mobile attribution market is highly competitive. It will be interesting to see how market leaders Adjust, Appsflyer, and Kochava will adapt to this newcomer.