Twitter has acquired social TV analytics firm Trendrr, in a deal that the latter said would allow it to “realise bigger opportunities” and drive better experiences for users, media and marketers.
In a blog post announcing the deal, Trendrr CEO Mark Ghuneim said that Twitter will use its real-time Twitter engagement platform, Curatorr, to work with media companies, marketers, and partners to create “compelling user experiences,”
He added that Trendrr does not plan to establish new partnerships with other third party companies, but will honour existing contracts.
“Having sat at this intersection of TV and social media for years, we’ve analysed data from lots of platforms. What makes Twitter uniquely compelling among these platforms is its connection to the live moment — people sharing what’s happening, when it’s happening, to the world. We think we can help amplify even stronger the power of that connection-to-the moment inside of Twitter,” said Ghuneim
The deal is the latest move Twitter has made in the social TV space and comes just weeks after Kantar Media, a market research firm owned by ad giant WPP, partnered with Twitter to develop a new suite of tools for TV planning and analytics in the UK.
In February, Twitter acquired another social analytics firm, Bluefin Labs, for a reported US$90 million, and in December last year partnered with media measurement company Nielsen to create a ratings systembased on the amount of Twitter conversation around TV shows.
Terms of the Trendrr deal were not disclosed.