/// With Trendrr Acquisition, Twitter Continues To Beef Up Its Social TV Efforts
Twitter has acquired Trendrr, a company that tracks social media engagement around TV content, as announced in a Trendrr blog post and confirmed in a tweet by Twitter.
Trendrr says it’s “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.” It also says it will continue to honor its existing contracts but will not be signing new ones.
For its part, Twitter says the acquisition “will help us to build great tools for the rest of the TV ecosystem.”
It’s pretty clear that Twitter sees TV to be a big part of its monetization efforts (not to mention user growth). In fact, the company recently announced a feature that will allow advertisers to target Twitter ads at users who just saw their TV commercials. The feature was based on technology from Bluefin Labs, the social analytics company that Twitter acquired earlier this year.
Trendrr was first launched in 2007 and was developed by digital agency Wiredset. It recently made news by releasing a report stating that Facebook has five times more discussion around TV than Twitter, though as we noted, it was a bit of an apples-to-oranges comparison.
The financial terms of the deal were not disclosed.
TechCrunch - Anthony Ha