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

|By:, SA News Editor

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.

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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.