Twitter buys social-TV startup Trendrr for undisclosed sum
Twitter has purchased social-TV startup Trendrr for an undisclosed sum, in a bid to make it easier for networks and publishers to display tweets in their programmes.
The purchase marks the second major buyout from Twitter this year as it reportedly paid $90m for Trendrr competition Bluefin Labs in February.
Bluefin’s technology has since been integrated into Twitter and has allowed for the launch of a TV ad targeting product in May of this year which enables marketers to show promoted tweets to Twitter users most likely to have seen their TV ads due to their watching habits.
Trendrr’s Cutatorr product, which is aimed at media companies, will now be integrated and work with media companies, marketers and display ecosystem partners to create compelling user experiences, allowing TV shows to present a relevant stream of tweets highlighting the Twitter conversation happening around the show.
Mark Ghuneim, Trendrr CEO, revealed in a blog post that Twitter will now be winding down on Trendrr’s other product – Trendrr.tv, writing: “We intend to honour existing partner contracts for Trendrr.TV but we do not plan to establish new ones going forward.”