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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Cannes Part 1: Why brands must put human interactions at the heart of their business

As a Media Juror at this year’s Cannes Lions, I was fortunate enough to attend the world’s most influential festival of creativity and listen to thought-leading marketers from around the globe.

Nickie Scriven

CEO, Zenith

4 creative skills that will be useful forever

In recent times, the clarion call from futurists, economists, marketers, educators and leaders the world over is one of slight panic, “The world is changing and you’re not ready for it!” And of course, they make a very good point.

Kieran Flanagan and Dan Gregory

Speakers, trainers, co-authors

Why defining brand strategy is vital to capitalising on quick wins

Big brands were once protected from small brands by high barriers to entry. Big brands had the resources to employ big agencies, to crack big ideas and to invest in big campaigns. They had the luxury of time to debate strategies and work on long-term innovation pipelines. Retailers used to partner with big brands.

Troy McKinnna

Co-founder, Agents of Spring, Calm & Stormy

Being an investor who has an understanding of the finance industry, I would question the validity of this article, judging by the impairm...

Rowan

How a customer-led digital transformation has helped this CMO generate $6m in incremental business

Read more

An interesting update considering that today is the easiest way it has ever been to measure contribution to the business as well as the h...

Frederic

State of the CMO 2019: Tenure shortens, pressure is on as marketers strive to demonstrate impact

Read more

I thought this was what Salesforce Audience Studio (formerly Salesforce DMP) was supposed to do. How are a CDP and a DMP different? I'm c...

Tony Ahn

Salesforce announces customer data platform

Read more

Well written Vanessa!! Agreed with your view that human experience is marketing's next frontier. Those businesses who are focused on the ...

Clyde Griffith

Forget customer experience, human experience is marketing's next frontier

Read more

Great tips for tops skills need to develop and stay competitive

Nick

The top skills needed to stay competitive in a rapidly changing workforce

Read more

Latest Podcast

More podcasts

Sign in