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Apple Acquires U.K.-Based Digital Marketing Startup DataTiger

Pedestrians walk past an Apple Inc. store. — Pedestrians walk past an Apple Inc. store.
Photographer: David Paul Morris/Bloomberg

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February 14, 2019, 9:26 PM UTC

Apple Inc. acquired startup DataTiger in a move that could boost the company’s digital marketing and make it more relevant to customers.

The U.K.-based startup says its technology can "optimize the marketing journeys" of customers by using data to more accurately send materials to consumers as well as push notifications. On his LinkedIn profile, DataTiger Chief Executive Officer Philipp Mohr said his firm wants to "bring the stale era of ‘email-list thinking’ and slow, campaign-based marketing to an end."