Twitter has acquired Bluefin Labs, a social TV analytics company that provides data products to brand advertisers, agencies, and TV networks.
Bluefin Labs is a Cambridge, Mass.-based maker of tools for measuring the impact of social media on TV viewing. The companies did not disclose any financial details, but US reports suggest that the price paid is in the region of $200 million.
“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,” wrote Ali Rowghan, COO, Twitter on the company’s blog.
“This acquisition reflects our commitment to the social TV market, and builds on our exclusive partnership with Nielsen announced in December to develop the Nielsen Twitter TV Rating, the centerpiece of social TV measurement based on Nielsen’s SocialGuide platform.
“We plan to collaborate closely with Nielsen and SocialGuide on product development and research to help brands, agencies, and networks fully understand the combined value of Twitter and TV.
“As millions of people around the world experienced during Sunday’s Super Bowl broadcast, Twitter is an amazing complement to live television viewing.”