US microblogging service Twitter has acquired Bluefin Labs, a US provider of social TV analytics technology, as part of its efforts to create innovative new ad products and consumer experiences in the intersection of Twitter and TV.
The acquisition is described as building on the exclusive partnership Twitter forged with audience engagement experts Nielsen last November to develop the Nielsen Twitter TV Rating, a social TV measurement based on Nielsen’s SocialGuide platform.
With around 95% of public real-time engagement with TV currently occurring on Twitter, it clearly makes sense for Bluefin Labs to concentrate its efforts and take a more active role in the social TV space as it further develops its analytics platform that links social media commentary with TV shows and commercials.
Writing on the Twitter blog, COO Ali Rowghani says: “We intend to honor existing Bluefin customer contracts, but we will not continue to sell Bluefin’s product suite beyond the existing contracts. 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. We look forward to working with Bluefin and our partners in the television industry to make the experience of Twitter and television even better.”