Mobile marketing platform Tune opens up a Multiverse

From the website of Tune’s Multiverse

Mobile marketing provider Tune is now offering a free tool that can help marketers better understand their return-on-ad-spend (ROAS) across mobile web and app advertising.

Known as Multiverse and offered in a public beta, it connects to a hundred of the largest ad networks in order to compare ad spend with ad attribution for app installs, opens and in-app purchases. Tune’s Marketing Console provides mobile measurement, engagement and optimization, and this is the Seattle-based company’s first foray into providing ROAS.

Marketing Console customers who employ the company’s Attribution Analytics product have access to data from a hundred ad networks and Tune attribution in Multiverse, while non-customers can add their own attribution provider. Eventually, Multiverse will offer attribution from other major providers.

CEO Peter Hamilton told me that without such a tool, “marketers have had to take data from attribution [partners], export it, export it from an ad network, and run a pivot [in Excel]” to find out how their app results measured against their ad spending. He added that it’s sometimes difficult to get the pricing of specific ads, since there are variable rates and package deals.

“Marketers,” Hamilton said in a statement, “are faced with the choice of logging into every platform and combining spreadsheets or paying for something like Singular in order to get the insights they need.”

Multiverse, he said, “removes the pain of aggregating” the ad spend and attribution together.

Hamilton noted that his Seattle-based company heard from marketers that “they didn’t want to pay for this, since they already own their attribution data and pricing data.” As a free product, he said, it will help marketers get to know his company.