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Twitter Acquires Bluefin Labs
In what has been termed as Twitter’s biggest acquisition to date, the social media giant acquired the firm Bluefin Labs, a social TV analytics company that was founded in 2008.
The story, broken by Business Insider, was confirmed by both the companies via their blogs on Monday. It has put to rest speculations regarding Twitter’s increasing efforts in social TV, which actually kind of makes a lot of sense. Just look at this week’s Super Bowl – almost half the ads mentioned Twitter, and thanks to a lengthy blackout, Twitter was the biggest social event that aired. Ever.
Back in December, Twitter also partnered with Nielsen, and together, they came up with the Nielsen Twitter TV Rating. As of now, Bluefin’s suite of tool offers similar social analysis as that of Nielsen’s.
Twitter states that it “intends to honor existing Bluefin customer contracts,” by not selling Bluefin’s product suite beyond what’s mentioned in their contract. However, it has complete plans to make use of Nielsen’s SocialGuide platform “to help brands, agencies, and networks fully understand the combined value of Twitter and TV.”
Twitter surely has made it big. Bluefin Labs states that the Super Bowl created 30.6 million mentions on Twitter, Facebook, and GetGlue, a major increase from last year’s 12.2 million, showing a solid connection people watching shows and tweeting about them.
Bluefin Labs offers detailed reports about which brands are discussed most on social media. It can provide Twitter the ammo it needs to hook advertisers by showing who needs to spend money to up their social media status, and who needs to spend money to maintain their place at the top.