Twitter brings the data back home by acquiring Gnip

Twitter is acquiring longtime data analysis provider Gnip

Aiming to play a bigger role in analyzing tweets and sharing the resulting insights with advertisers and other businesses, Twitter has acquired Gnip, its partner for the past few years.

Boulder, Colorado-based Gnip has been analyzing the so-called "firehose" of about 500 million daily tweets and delivering information to a range of businesses for uses in marketing, business intelligence and the like. Gnip says it has delivered more than 2.3 trillion tweets to its customers in 42 countries.

Now Twitter is bringing Gnip in-house, in a move that could give a healthy boost to the company's data licensing business. Terms of the deal weren't disclosed.

"We want to make our data even more accessible, and the best way to do that is to work directly with our customers to get a better understanding of their needs," Twitter said in its announcement.

"We believe Gnip has only begun to scratch the surface," the company said.

With Gnip under its roof, Twitter said it plans to offer more sophisticated data sets and better data enrichments. Twitter also said it would be further extending its data platform through Gnip and its existing APIs (application programming interfaces).

"Combining forces with Twitter allows us to go much faster and much deeper," Gnip said in its own announcement.

Data licensing is a small but important business for Twitter, which makes most of its revenue through advertising. For the six months ended June 30, 2013, Twitter generated roughly US$32 million by licensing its data to third parties, out of total sales of roughly $254 million. With Gnip, Twitter could grow its data licensing further, by making more compelling data available to more customers.

The deal also eliminates the risk that Gnip might be acquired by someone else. Topsy, another social media analytics company with deep access to Twitter, was purchased by Apple last year.

Other Twitter data partners include DataSift and Dataminr.

Separately, it was revealed on Tuesday that Twitter was hiring Daniel Graf, a former Google executive working on Google Maps, to become Twitter's new VP of consumer products. The move could help Twitter jump-start its stalled user growth and broaden the service's mainstream appeal.

Zach Miners covers social networking, search and general technology news for IDG News Service. Follow Zach on Twitter at @zachminers. Zach's e-mail address is zach_miners@idg.com

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Why 2017 will herald a resurgence of values-based marketing

It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.

Jacqueline Burns

Founder, Market Expertise

Why customer experience driven growth is set to take off

Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.

Consistency and conversation: How branding and advertising can work better together

Advertising and branding are two of the most visible outputs of marketing, which is why getting them right is so important. However, too often the line between branding and advertising becomes blurred. This means advertising activity can be out of sync with brand, resulting in poor results for both functions.

Dan Ratner

managing director, uberbrand

Someone needs a swift kick up the bum for such an idiotic idea.

random

​Why a degree is no longer enough to get you hired as a skilled marketer

Read more

The frequent flyer programs are the new profit machines for airlines all over the world, as they have morphed to be mass marketing machin...

Steve@iFLYflat

Velocity frequent flyers program strong performer in mixed half-year for Virgin

Read more

Hi Jennifer, thanks for sharing these info regarding the digital marketing trends.I've created a related video to this topic, would you m...

Fabio Carry

Predictions: 17 digital marketing trends for 2017

Read more

Great news. Marketing automation can be very useful for companies at various stages of development. With so many tools out there it's bet...

Ben

How HBF rolled out marketing automation in eight months

Read more

I read a report that the business sector in Australia as a whole have yet to fully harness and see the proactive change that predictive a...

Alex Martin

Report: Predictive analytics, IoT, machine learning battle it out for marketing dollars

Read more

Latest Podcast

More podcasts

Sign in