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Twitter ramps up social TV and analytics efforts with acquisitions of Mesagraph and SecondSync

Twitter is boosting its social TV and analytics offering with the acquisition of platforms Mesagraph and SecondSync.

Deals: Twitter is further investing in social TV and analytics services

The deals with French-based Mesagraph and UK-based SecondSync build on previous investments and partnerships in the area, and signal the social network’s continued interest in establishing its proposition for broadcasters and TV advertisers.

Twitter is also expanding its relationship with Kantar Media and under a collaborative ‘Data of Now’ project both parties will work on new research products on advertising effectiveness, consumer insight, brand equity, customer satisfaction and media measurement over the next five years.

In addition, an extension of their partnership for the provision of social TV ratings and analytics will now cover the Nordics, Russia, parts of Africa and south-east Asia as well as the UK and Spain currently.

The deals follow the announcement last year that Twitter had partnered with Nielson in the US to launch the Nielsen Twitter TV Rating (NTTR), which complements Nielsen’s television rating. The NTTR has moved into Australia and Italy since its launch, and its understood Twitter is keen to establish global recognition of its position as a TV ratings indicator and analytics provider.

A statement from SecondSync – which also partners with Facebook – said: “Twitter is the only place that hosts a real-time, public conversation about TV at scale.

“By joining Twitter, we will be able to help take that experience, in concert with the rest of the TV ecosystem, to the next level – particularly in markets outside the United States.”

The company added that its current UK product will continue to be available for “an interim period”.

A statement from Mesagraph added: “Not only is Twitter the platform where the vast majority of public social TV comments happen, it’s also an immense source of opportunities for advertisers to reach their audience creatively and efficiently.

“As part of Twitter, we will be working closely with TV networks, agencies, advertisers, producers and integrators to help those partners make the most out of Twitter.”

The Mesagraph team will join Twitter UK in London.

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