Twitter Buys TV Chat Analytics Specialist Trendrr

Twitter has acquired 'social TV' analytics firm Trendrr, as it looks to exploit business opportunities from analysing and promoting real-time conversations around TV programs. Terms of the deal were not disclosed.

Earlier this year, Twitter acquired Bluefin Labs, which also tracks social media conversations about TV programs. More recently, Twitter partnered with audience measurement firm Kantar Media to develop a suite of planning and analytics tools for UK broadcasters; and Twitter is also offering a service to enable TV advertisers to target people who are tweeting about their ad campaigns. Additionally, at the back end of last year it also reached a multi-year agreement with Nielsen to produce a new metric called the Nielsen Twitter TV Rating for the US market.

As a result of the latest acquisition, Trendrr's Curatorr product will be integrated with the systems of media companies, marketers and display ecosystem partners to enable TV programs to present a relevant stream of tweets highlighting the Twitter conversation happening around a show.

Trendrr CEO and founder Mark Ghuneim (pictured) said in a blog post: 'Having sat at this intersection of TV and social media for years, we've analyzed 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.'

Web sites: www.twitter.com and www.trendrr.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.