Twitter, in an attempt to strengthen its social TV efforts, has acquired France based SecondSync and UK based Mesagraph, as announced on their company webpage on Monday. The deal amount remained undisclosed.
Post acquisition, Mesagraph team will be joining Twitter UK in London while SecondSync’s current UK product will continue to be available for an interim period.
SecondSync, founded in 2011, is a technology startup focused on social analytics for TV. It analyses Twitter conversations around TV broadcasts to provide audience relevant insights. The platform was backed by Kantar Media and Technology Strategy Board. It monitors around 1000 UK broadcasts daily and cover all mainstream digital channels 24/7.
“Twitter is the only place that hosts a real-time, public conversation about TV at scale. By joining Twitter, we will be able to help take that experience, in concert with the rest of the TV ecosystem, to the next level —particularly in markets outside the United States,” mentions a company announcement on its webpage.
Mesagraph, on the other hand is a service that builds bundles of relevant user information from Social Media. Users can rate, comment and complete each fragment of the bundle further to make it more useful. It was launched in 2010 and is backed by “Le Camping” startup accelerator. The major clients included Canal+, France Télévisions, M6, TF1, Médiamétrie, Microsoft and Mediabrands.
With this deal, Twitter is eyeing the opportunity to tap the Social TV space in Europe. Also, it complements its acquisition of social tv analytics company Bluefin Labs for USD 67.3 million last year, per The Wall Street Journal’s Yoree Koh.
Also, Twitter has expanded partnership with Kantar Media as revealed in its blog post. The deal aims at extending development of tools and Twitter TV measurement standards to Nordics, Russia, parts of Africa and southeast Asia.
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