Twitter is betting big on the emerging social television space, after it acquired Massachusetts-based social TV analytics firm Bluefin Labs.
Twitter said that buying Bluefin Labs will help the firm "create innovative new ad products and consumer experiences in the exciting intersection of Twitter and TV".
Bluefin Labs was created by Michael Fleischman and Deb Roy as an "academic pursuit" at MIT, but has since grown into an analytics platform that links social media commentary with TV shows and commercials at scale.
The company now works with various major brands, advertisers and TV networks, including P&G, PepsiCo, CBS, Turner Broadcasting, FOX Broadcasting and Discovery Communications.
Bluefin said that whilst it draws data from various social media services, it feels that Twitter "is the platform where the overwhelming majority - about 95% - of public real-time engagement with TV happens".
"Our work in social TV measurement and analytics to date have meant that Bluefin Labs has necessarily taken an objective, but passive, role in the evolution of social TV," Bluefin said in a blog post.
"Now as part of Twitter, we look forward to working closely with Nielsen, TV networks, advertisers, agencies, and the rest of the TV ecosystem to help shape the future of social TV."
Brands and businesses are increasingly trying to harness activity on Twitter via their advertising.
During the Super Bowl at the weekend, around half the national broadcast ads had Twitter hashtags included in them, up from one in five last year.
In a separate blog post, Twitter chief operating officer Ali Rowghani said that the Bluefin acquisition "reflects our commitment to the social TV market".
He said that it also builds on Twitter's exclusive partnership agreed with TV ratings body Nielsen, which led to the development of the Nielsen-Twitter social TV measurement tool.
"We plan to collaborate closely with Nielsen and SocialGuide on product development and research to help brands, agencies, and networks fully understand the combined value of Twitter and TV," Rowghani added.
"As millions of people around the world experienced during Sunday's Super Bowl broadcast, Twitter is an amazing complement to live television viewing.
"We look forward to working with Bluefin and our partners in the television industry to make the experience of Twitter and television even better."
Rowghani confirmed that Bluefin would honour its existing customer contracts, but the firm will not sell any further products as it integrates with the Twitter operation.
The Bluefin Labs team will remain based in Cambridge, Massachusetts. Financial terms of the deal were not disclosed.
