 "Twitter acquires social data company Trendrr")
The rumoured Twitter IPO is drawing nearer and the company is going all out to bolster its services before the big day. Even as Twitter has introduced a brand new way of conversing on its web and app platforms, it has gone out and acquired Trendrr, a social tracking TV service.
The acquisition will help Twitter beef up its own analytics product and help it strengthen ties with the entertainment industry. Trendrr was a rival to Twitter as far as social analytics went till the latter went out and acquired it.
Social TV analytics a priority for Twitter now
In a blog post announcing Twitter’s purchase, Trendrr’s founder Mark Ghuneim said that the team was all set to join the micro-blogging service. “Over the last five years we have led the way in working with real-time data and television, unlocking the power and value of engagement around TV and creating compelling media experiences around content,” he wrote. “That’s why we are excited to be joining Twitter’s world class team, enabling us to realize bigger opportunities that drive better experiences for users, media and marketers – across Twitter and around the globe.”
Trendrr has been in the business of analysing the social media with respect to television for a while now. It is bringing to the micro-blogging platform Curatorr, its Twitter certified product that will work with media companies and marketers as well as display ecosystem partners to create a compelling user experience.
It’s no secret that Twitter has been keen on foraying into social TV analytics since a while now. Trendrr’s acquisition will simply help Twitter bolster that product. For most it may look like Twitter is trying to step on Facebook’s turf. The social networking website has after all been working on its own to work out its social television product, of which not a lot of information is available right now.
Twitter seems to have done an intelligent thing by acquiring pre-existing technology and competition to improve its own product. Trendrr has said that it will be honouring its existing contracts but will not be taking up any more business right now.
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