Twitter has acquired its rival social analytics firm Trendrr to boost its real-time tracking of TV and social media trends.
Twitter really wants to bolster tracking of real-time TV and social media trends. That is the reason of acquiring social TV and media tracking start-up Trendrr on Wednesday. Trendrr is a 5 years old start-up that works in "real-time data and television, unlocking the power and value of engagement around TV and creating compelling media experiences around content." Till now, Trendrr is competing analytics product of Twitter. But this acquisition deal will now help Twitter to end the rival-ship and boost its real-time trend tracker along with focusing on future social TV analytics deals.
Trendrr officially announces about the acquisition on its blog. It states, "We are excited to be joining Twitter’s world class team, enabling us to realize bigger opportunities that drive better experiences for users, media and marketers – across Twitter and around the globe."
As a result of this acquisition, Trendrr.TV will stop signing new TV contracts. But it will still honor existing partner contracts. However, Trendrr's Twitter certified product, Curatorr, will keep on working with partner media companies, marketers, and display ecosystem. It will also focus and continue working on real-time tracking of TV and media for Twitter now onwards.
Twitter Media has also officially confirmed the acquisition. It tweets, "Excited to welcome @Trendrr to the Flock! Will help us to build great tools for the rest of the TV ecosystem." But the amount of the acquisition deal is not disclosed yet.