Google acquires Tenor to make GIFs mainstream in its image search
29 March, 2018, 02:18 | Author: Lora Ball
"Tenor will help us do this more effectively in Google Images as well as other products that use GIFs, like Gboard". The change should ensure that mobile devices users do not search for information on Google, only to discover that it is not visible when they follow a link in the search results using their mobile device. It also makes it easier for users to go through all the search results from top to bottom without having to jump between pages, although admittedly if you are jumping in between pages chances are you'll probably need to redefine the search parameters.
GoogleGOOGL has acquired GIF platform Tenor, adding a library of animated images to its vast internet search engine.
The terms of the deal weren't disclosed in full extent, however by positioning itself as a search company that slots into a messaging ecosystem, Tenor seems like a natural piece of the puzzle for Google.
Tenor was co-founded by David McIntosh (no relation to Apple), Erick Hachenburg, and Frank Nawabi in San Francisco in February 2014.
In 2017, it broke the 12-billion searches milestone, racking up 300-million users during the year too. "We've continued to evolve Google Images to meet both of these needs, and today we're bringing GIFs more closely into the fold". What's more, there's no way to force Google to give you the new test layout, which is now being made available only to some users who are seemingly selected at random.
What Tenor is best known for, however, is its integration into third-party apps, the most notable being Facebook Messenger. It even supports the Touch Bar on the Mac through the Tenor app on the Mac App Store.
Prior to the acquisition, Tenor had raised $32 million.
According to the executive, Tenor will continue to act as a separate brand, but Google intends to "invest in their technology and relationships with content and API partners".
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