Twitter acquires Trendrr to get a better handle on tweets about TV

Trendrr should provide Twitter with better data about users' tweets

Twitter has acquired Trendrr, a data analysis company, to better leverage users' tweets about television to draw in more advertisers.

Trendrr analyzes data from social media sites such as Twitter to help businesses grow their brands. The company's products help networks, television studios, brands and media agencies use the insights it gathers to grow, Trendrr explains on its website. Some of the company's clients include ABC, MTV, Telemundo and Univision.

Twitter confirmed the acquisition in a tweet, saying that Trendrr would help the social network "build great tools for the rest of the TV ecosystem."

Twitter could not be immediately reached to comment further on the deal. Terms were not disclosed.

Television is becoming increasingly important to Twitter, and information that the service gathers around users' TV activity could help to drive future advertising deals.

The company recently announced the national availability of its television ad-targeting program to let TV marketers push out branded content to people on Twitter if those users are tweeting about certain shows.

A study previously released by the market research company Nielsen suggested that such a program could give the social network a revenue boost. The study's findings showed that broadcast TV tune-in rates led to increased activity on Twitter, and vice versa.

Twitter's real-time data about users' activity on the site was what made the social network uniquely compelling to Trendrr, CEO Mark Ghuneim said on the company's blog.

"We think we can help amplify even stronger the power of that connection to the moment inside of Twitter," he said.

Social data tool reveals value of an individual tweet
How Telstra united TV and digital analytics

Curatorr, the company's chief Twitter product, "will work with media companies, marketers, and display ecosystem partners to create compelling user experiences," Ghuneim explained.

Twitter, therefore, could use Trendrr's technology both to develop new products to encourage users to tweet around TV and other brands, and also drive more advertising arrangements based on data gathered by Trendrr.

Trendrr said it will honor its existing contracts for its Trendrr.TV service but that it would not establish new ones going forward.

Twitter faces mounting pressure to further monetize its site as it competes with rivals such as Facebook, with a possible IPO also looming. The company's current suite of advertising products includes promoted tweets, which lets marketers place promotional tweets into certain users' feeds.

Twitter claims to have roughly 200 million active users.

Zach Miners covers social networking, search and general technology news for IDG News Service. Follow Zach on Twitter at @zachminers. Zach's e-mail address is zach_miners@idg.com

Join the Good Gear Guide newsletter!

Error: Please check your email address.

Tags business issuesInternet-based applications and servicesTrendrrsocial networkingtwittersocial mediainternetvideoMergers and acquisitions

Our Back to Business guide highlights the best products for you to boost your productivity at home, on the road, at the office, or in the classroom.

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Zach Miners

IDG News Service
Show Comments

Essentials

Lexar® JumpDrive® S57 USB 3.0 flash drive

Learn more >

Microsoft L5V-00027 Sculpt Ergonomic Keyboard Desktop

Learn more >

Mobile

Lexar® JumpDrive® S45 USB 3.0 flash drive 

Learn more >

Exec

Lexar® Professional 1800x microSDHC™/microSDXC™ UHS-II cards 

Learn more >

Audio-Technica ATH-ANC70 Noise Cancelling Headphones

Learn more >

Lexar® JumpDrive® C20c USB Type-C flash drive 

Learn more >

HD Pan/Tilt Wi-Fi Camera with Night Vision NC450

Learn more >

Budget

Back To Business Guide

Click for more ›

Most Popular Reviews

Latest News Articles

Resources

PCW Evaluation Team

Michael Hargreaves

Windows 10 for Business / Dell XPS

I’d happily recommend this touchscreen laptop and Windows 10 as a great way to get serious work done at a desk or on the road.

Aysha Strobbe

Windows 10 / HP Spectre

Ultimately, I think the Windows 10 environment is excellent for me as it caters for so many different uses. The inclusion of the Xbox app is also great for when you need some downtime too!

Mark Escubio

Windows 10 / Lenovo Yoga

For me, the Xbox Play Anywhere is a great new feature as it allows you to play your current Xbox games with higher resolutions and better graphics without forking out extra cash for another copy. Although available titles are still scarce, but I’m sure it will grow in time.

Kathy Cassidy

STYLISTIC Q702

First impression on unpacking the Q702 test unit was the solid feel and clean, minimalist styling.

Anthony Grifoni

STYLISTIC Q572

For work use, Microsoft Word and Excel programs pre-installed on the device are adequate for preparing short documents.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?