Twitter has bought social TV analytics firm Trendrr in a bid to capitalize on users discussing television shows on its social network.
Trendrr CEO Mark Ghuneim announced the news on the company's blog, saying Twitter was the ideal platform to benefit from its services.
"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," he said. "We think we can help amplify even stronger the power of that connection to the moment inside of Twitter."
Twitter confirmed the news via a tweet.
Trendrr creates big data social analytics products for TV and media brands, including Curatorr, which allows clients to curate tweets for broadcast, or analyze discussions on social networks to create ranking lists or voting systems.
It also runs Trendrr.TV to create detailed insights into social media-based TV discussions.
Ghuneim confirmed that while his firm would continue to honor its previous contracts for Trendrr.TV clients, it wouldn't be establishing new ones. He also said that Curatorr would continue to serve clients. The price Twitter paid for the company was not disclosed.
This the latest in a line of purchases made by Twitter that focus on targeting TV advertising at users; the firm bought social advertising firm Bluefin Labs in February. It also made a move into directly influencing the outcome of television shows in January, with a test of a voting service carried out during an episode of "Hawaii Five-0".
This article was originally published on V3.
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.