Google has been very busy on the acquisition front lately, it was revealed today. This afternoon, Marissa Mayer, VP of search products and user experience, announced the acquisition of Gapminder's Trendalyzer software. Trendalyzer is a data display technology for creating data maps and moving visual representations of data.
Mayer was short on detail of how the Trendalyzer application would be incorporated into Google's offerings, but it seems likely that it will be used to enhance the reporting capabilities of Google Analytics, or possibly as an addition to Google Apps. Trendalyzer's developers, previously based in Sweden, are part of the deal, and will join Google's team in Mountain View.
Later in the day, Google confirmed the long-rumored acquisition of in-game advertising technology provider Adscape Media.
In a post on the Google blog, new "dean of games" Bernie Stolar shared the news that he and his team will join Google to continue building the technology. An FAQ provides the reasoning for the move:
"In-game advertising is an area where we believe Google could add a lot of value to users, advertisers and publishers. Adscape Media's technology and talented team are a great addition to Google's current advertising solutions for advertisers and publishers."
Google also sees great value in video game advertising, according to the FAQ:
"Over the past few years, the video game experience has become richer and more interactive. We think this rich environment is a perfect medium to deliver relevant, targeted advertising that ultimately benefits the user, the video game publisher and the advertiser."
Optimising Digital Marketing Campaigns with Search, Social and Analytics
At SES London (9-11 Feb) you'll get an overview of the latest tools, tips, and tactics in Paid, Owned, Earned, Integrated Media and Business Intelligence to streamline your marketing campaigns in 2015. Register by 31 October to take advantage of Early Bird Rates.