Trendrr announced Wednesday that it has been acquired by Twitter as the microblogging service seeks to further integrate its service with TV networks and advertisers.
Trendrr has two products: One, Trendrr.TV, provides TV networks, publishers and media agencies with tools to track TV engagement across social networks, including Twitter. A second, Curatorr, allows those same parties to sort through social streams to visualize data and to help them identify high-quality tweets — tweets that might, say, get retweeted by a TV show’s Twitter account, or show up on air during The Bachelor.
It’s this latter product, a Twitter spokesperson says, that Twitter intends to take advantage of. Twitter already provides ad and analytics products for TV advertisers, including the ability for national advertisers to retarget their TV ads to Twitter users. The acquisition will allow Twitter to offer additional services to networks, publishers and other organizations, the spokesperson says.
The move follows several others Twitter has made in the TV space this year. Most recently, Twitter announced its first head of entertainment sales: Jennifer Prince, formerly the head of media and entertainment sales at Google. The company is also planning to roll out a TV ratings system with Nielsen in the fall, which will provide TV networks with ratings based on Twitter buzz.
Trendrr CEO Mark Ghuneim says the company will continue to work with its current partners following the acquisition, but will not add any new ones:
Curatorr, our Twitter certified product, will work with media companies, marketers, and display ecosystem partners to create compelling user experiences – continuing to pursue our initial charter of focusing on the real-time aspects of TV and media.
We intend to honor existing partner contracts for Trendrr.TV but we do not plan to establish new ones going forward.
Trendrr was founded in mid-2007 and is based in New York.
Note: This story was updated with comments from a Twitter spokesperson, above.
Image: Mashable composite; iStockphoto, belterz
