TWITTER HAS INVESTED in a third TV analytics firm within a week as it picked up Secondsync for an undisclosed sum.
Twitter's plans for the firm are also undisclosed, for now, but Secondsync has confirmed the buyout on its website and said that it is "delighted" to have joined Twitter.
The two firms have much in common, according to Secondsync, and combined they will make Twitter into much more of an informed TV companion.
"We are very proud of the business we have built up over the last three years. Through our social analytics products, we've enabled clients in the broadcast and advertising industries to realise the value of conversations on Twitter about television," it said in a statement.
"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. Our current UK product will continue to be available for an interim period."
The rest of the statement expresses gratitude and sentiment. Many people helped Secondsync on its journey, it said.
This is Twitter's third acquisition of televisual data herders it has made in as many days, and at the start of the week it was extending its relationship with market research firm Kantar.
"Twitter plays host to a real-time, public conversation at scale on all manner of topics - including television," said Twitter COO Ali Rowghani about that deal.
"We're thrilled to expand our partnership with Kantar beyond media measurement, to other areas that impact their clients. We're also looking forward to working with Kantar to bring Twitter TV standards and measurement tools to more regions across the globe."
On Monday, French real time social monitoring and crisis management firm Mesagraph revealed that it had been acquired by Twitter.
These are not the first investments that Twitter has made in television and people talking about television. Last Summer it picked up a social TV analytics firm called Trendrr. µ
Attackers could 'easily compromise' an entire company by exploiting AV security flaws
Nobody knows it, but you've got a secret smiley
Plummeting pound forces firm's hand
'Nothing changes in the short term,' says Jim Killock