Twitter has acquired New York-based social TV tracking service Trendrr as part of its efforts to link both social conversations and advertising.
Expected to bolster Twitter's tracking of real-time TV and social media trends, the startup tracks and evaluates TV-focused conversations on social media networks, and its clients include BC, MTV, Telemundo and Univision.
Trendrr chief executive Mark Ghuneim said the acquisition by Twitter would enabling the startup to realize bigger opportunities that drive better experiences for users, media and marketers.
"Over the last five years we have led the way in working with real-time data and television, unlocking the power and value of engagement around TV and creating compelling media experiences around content," Ghuneim said.
"Having sat at this intersection of TV and social media for years, we've analysed data from lots of platforms.
"What makes Twitter uniquely compelling among these platforms is its connection to the live moment - people sharing what's happening, when it's happening, to the world."
The latest acquisition follows Twitter's signing of a deal with Nielsen for developing 'Nielsen Twitter TV Rating', which is a standard metric for social TV audiences, which is expected to be launched by the fall of the 2013/2014.
In early 2013, Twitter has also acquired another social TV tracker, Bluefin Labs.
Recently, Twitter also appointed former Ticketmaster chief executive officer (CEO), Nathan Hubbard, as its first head of commerce, to its presence in e-Commerce market by enabling users to shop via tweets on the micro-blogging site.