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Twitter buys TV analytics startup, hires Google exec for e-commerce

Twitter (TWTR -1.5%) has bought SecondSync, a U.K.-based startup that provides analytics for TV-related social media activity to broadcasters and advertisers.

SecondSync: "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 ... to the next level — particularly in markets outside the United States." The startup has a partnership with Facebook that might get unraveled by its new owner.

Twitter has moved aggressively to offer TV-linked ad products that can be used in multi-screen campaigns. The company has also reportedly been pressuring companies that collect/analyze social media data about TV content not to work with rivals (read: Facebook).

Separately, Twitter has hired Google exec Philippe Dauman Jr., the son of Viacom's CEO, to be its director of commerce partnerships. The hiring comes two months after Twitter was reported to be near a deal with PayPal rival Stripe to enable credit-card payments through its platform. Chinese peer Weibo has supported payments for some time.

Previous: Twitter makes a flurry of product moves amid growth worries

Update: Twitter has also bought Mesagraph, a provider of social media analytics to French broadcasters and advertisers, and expanded a TV measurement partnership with analytics firm Kantar to cover several additional international markets.

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Comments (2)
  • phemale60
    , contributor
    Comments (2970) | Send Message
    I think it's a great move! Twitter not going the way of "MySpace" as some like to say. That's pure crazy talk!!
    31 Mar 2014, 04:55 PM Reply Like
  • 22643611
    , contributor
    Comments (2086) | Send Message
    Twitter is clearly here to stay, it's problem is the same as all the other high flyers...
    the money is rapidly flowing out of them.
    NFLX, TSLA, TWTR, P, and others all have seen huge drops since the beginning of March. TWTR began it's descent even before the others.


    TWTR used to trade 100's of thousands of shares pre-market and now at 8:14am
    with all sorts of supposedly positive news about its inroads into Euro TV and two new acquisitions.........700 shares have traded.


    I currently have no position but if I did it would definitely be on the short side.
    I see TWTR dropping to the 30's and if we have a prolonged market contraction
    down into the 20's or teens.


    Not trying to be negative, just realistic.


    TWTR is a great thing but they are going to have a very difficult time making people believe they can somehow grow into their PE of 6400
    1 Apr 2014, 08:16 AM Reply Like
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