Twitter Targets Europe With TV Analytics Acquisitions
It’s been a busy year for Twitter Inc. (NYSE:TWTR); the company has recently purchased two European television analytics companies — Mesagraph, a French company, and SecondSync, from the UK, The Wall Street Journal reports.
SecondSync has since released a press release stating that, “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.”
The acquisitions reveal Twitter’s desire to further enter the television analytics market, and become, as AllThingsD puts it, a “digital TV guide.” Twitter knows that its users often “live tweet” the premieres of their favorite shows, and wants to tap into that practice and become an essential complement to watching television, The Wall Street Journal reports.
The move to buy European television analytics companies comes after a similar purchase in January when Twitter bought BlueFin Labs, which is based in the U.S. The idea behind all of this “data-mongering” is if Twitter knows what people are watching, it can appeal to more advertisers by giving them very specific data about when and how to run advertisements based on who’s watching what and when.