Twitter analytics firm Topsy shuts down as it merges with Apple

Following a £200m takeover, social media analytics firm Topsy has closed as the company merges into Apple’s ever growing portfolio.

The Twitter data specialist was purchased by Apple in 2013 and has now ceased independent operations with an announcement on Twitter saying “we’ve searched our last tweet.”

The website is no longer active, instead forwarding visitors on to an Apple Support Document explaining iOS 9 search capabilities, including new features like proactive Siri Suggestions.

Topsy’s access to Twitter’s “firehose”- a treasure trove of live data- and standing as one of four "certified data resellers" with exclusive rights to collect and resell Twitter data is likely to have made the company particularly attractive to Apple.

Its technology is also likely to prove useful in helping Apple develop backend features in iOS 9 such as Siri Suggestions which integrates geolocation data with data providers such as Yelp! to surface nearby places of interest.

Prior to the shutdown, Topsy provided aggregation and high-level analysis of tweets and other Twitter data to break down market trends in real time to measure an ad campaign's effectiveness.

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