Twitter has made an acquisition aimed at tightening the social media site’s connection with television. Advertising Age, a sister publication to TVWeek, reports that the site acquired the social-TV startup Trendrr for an undisclosed amount.
The move is part of an effort to make it easier for networks and publishers to display tweets in their programming, the piece reports.
"It’s the second major acquisition Twitter has made this year of an ecosystem company that conducted measurement and analytics on behalf of networks and brands around social conversations linked to TV. It reportedly paid $90 million for a former Trendrr competitor, Bluefin Labs, which was acquired in February," Ad Age reports.
The report adds: "Bluefin’s technology has been integrated into the Twitter stack and has so far been put to use for a TV ad targeting product launched in May that enables marketers to show promoted tweets to Twitter users who are likely to already have seen their TV ads, based on the shows they’ve watched.
"Trendrr’s technology will also be integrated, but for a different purpose. Its ‘Curatorr’ product aimed at media companies — which would help a show like ‘The Voice’ present a relevant stream of tweets to depict the Twitter conversation happening around the show, for example — will be used as the basis for tools for curation that a broader set of partners can tap into. The goal is to foster a developer ecosystem around curation that might include companies like Mass Relevance, which works with brands and media companies to present tweets on websites, Jumbotrons, and elsewhere."
In a blog post, Trendrr CEO Mark Ghuneim wrote: "Curatorr, our Twitter certified product, will work with media companies, marketers, and display ecosystem partners to create compelling user experiences — continuing to pursue our initial charter of focusing on the real-time aspects of TV and media."
Ad Age adds: "As it did with Bluefin, Twitter will wind down Trendrr’s other product, dubbed ‘Trendrr.tv,’ which provided measurement and analytics around social TV, largely to TV networks."