It has been confirmed today that Twitter has acquired the London-based SecondSync company that started roughly three years ago. Unfortunately, no terms of the deal have been divulged by either party at the current time, but confirmation of the purchase makes SecondSync the second company Twitter has purchased this week following Parisian firm Mesagraph.
The Strategic Importance of SecondSync
SecondSync has carved out a niche in the social analytics market, particularly focusing on the intersection of social media and television. Their tools have enabled broadcasters and advertisers to tap into the real-time conversations happening on Twitter about TV shows. This acquisition is a strategic move for Twitter, as it aims to solidify its position as the go-to platform for real-time public conversations, especially those related to television.
SecondSync explains on their website: “We are very proud of the business we have built up over the last three years. Through our social analytics products, we’ve enabled clients in the broadcast and advertising industries to realise the value of conversations on Twitter about television. 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. Our current UK product will continue to be available for an interim period.”
Implications for the Future
The acquisition of SecondSync is expected to have several implications for both companies and the broader market. For Twitter, this move could enhance its analytics capabilities, allowing it to offer more robust data to advertisers and broadcasters. This could lead to more targeted advertising and better engagement metrics, which are crucial for monetizing the platform.
For SecondSync, joining forces with Twitter provides an opportunity to scale their technology and reach a global audience. This partnership could lead to the development of new products and services that leverage Twitter’s vast user base and real-time data capabilities. Additionally, it could open up new markets and opportunities for SecondSync, particularly outside the United States, as mentioned in their statement.
Moreover, this acquisition highlights the growing importance of social TV analytics. As more viewers engage with television content through social media, understanding these interactions becomes increasingly valuable. Companies like SecondSync are at the forefront of this trend, providing insights that can shape programming decisions, advertising strategies, and viewer engagement tactics.
For full confirmation of the acquisition by Twitter, jump over to the Guardian to read their full announcement.
Source: Guardian
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