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Twitter has acquired Bluefin Labs, a company that analyzes social media activities related to TV and sells the information to advertisers, agencies, and TV networks.
Multi Channel reports Twitter is paying between $90-$100 million for the acquisition. The deal will be in conjunction with Twitter’s exclusive partnership with Nielsen. With these deals, Twitter will develop the Nielsen Twitter TV Rating.
Twitter chief operating officer Ali Rowghani wrote in a blog post, “We believe that Bluefin’s data science capabilities and social TV expertise will help us create innovative new ad products and consumer experiences in the exciting intersection of Twitter and TV.”
Bluefin has already made $20 million from its investors, which include companies like Time Warner Inc. The New York Times explains that CBS will pay Bluefin for information on what is being said about them online during a big event, like Sunday’s Super Bowl.
Bluefin will remain a separate entity from Twitter, but their offices in Cambridge, Mass. will become an outpost for Twitter.