Acquires two European startups.
Twitter has acquired two European social TV startups including France’s Mesagraph and UK’s SecondSync in a bid to ramp up its social TV efforts and get closer to broadcasters and TV advertisers.
Mesagraph said in a statement that as part of Twitter it will be working closely with TV networks, agencies, advertisers, producers and integrators to help those partners make the most out of Twitter.
"Our team will be joining Twitter UK in London," Mesagraph added.
Upon the acquisition, both the startups will continue offering analytics to broadcasters and advertisers on individuals’ engagement with TV.
SecondSync said 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," the start-up added.
"Our current UK product will continue to be available for an interim period."
Mesagraph works with French broadcasters including Canal+, France Télévisions, M6, TF1, while SecondSync works mainly in the UK broadcasting industry.
In addition to acquisitions, the micro-blogging service has extended collaboration with international market research firm Kantar for more five years in a bid to develop a suite of analytics tools for the UK TV industry, and further expanded to cover Spain in October.
Twitter COO Ali Rowghani said that Twitter plays host to a real-time, public conversation at scale on all manner of topics — including television.
"We’re thrilled to expand our partnership with Kantar beyond media measurement, to other areas that impact their clients," Rowghani said.