In an effort to make it easier for networks and publishers to display tweets in their programming, Twitter has bought the social-TV startup Trendrr for an undisclosed sum.
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.
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 Twiter 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.
"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," said Trendrr's CEO Mark Ghuneim in a blog post.
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.
Ironically given its acquisition by Twitter a month later, Trendrr made headlines in July for a report it circulated on TV-related social activity on Facebook. A one-week study in May showed that the volume of TV-related conversation on Facebook was five times greater than on all other social networks combined.
Trendrr, which was born in 2006 as Infofilter, grew out of Wiredset, a Manhattan digital-marketing agency founded by Mr. Ghuneim and Tom Donohue – both former Sony executives -- in 2004.