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Google acquires Tenor to improve mobile GIF sharing

29 March 2018

Google has acquired the mobile and desktop GIF platform Tenor, in a demonstration of the medium's growing potential as a marketing channel that can track and align with users' emotions.

GIF platform Tenor has been procured by Google, bringing its vivified pictures benefit from Android, iOS and desktop under the Sundar Pichai-drove tech mammoth. Terms of the deal weren't disclosed.

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Google noted that this new fashion of indexing will likely help the site "perform better" in mobile search results and directly won't affect how content is ranked.

Finding the flawless GIF to express yourself in a text or on social media is something of an art form. Tenor would raise GIFs inside Google Images and different administrations like Gboard all the more effective. In 2017, Tenor launched the first branded GIF program, which saw MNCs like Dunkin Donuts, Nissan, AT&T, and Wendy's joining in on to connect authentically with mobile audiences. Tenor now powers a large portion of gif searches within apps and chat services; most notably those on Facebook Messenger. Based on screenshots we've seen, this seems like a good idea for those who want to scroll up and down and not wait for the next page to load. Most people now use Google Images to find more information about a topic, and to help them communicate and express themselves-case in point, we see millions of searches for GIFs every day.

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"Tenor will continue to operate as a separate brand", Cathy Edwards, a Google engineering director, wrote in a blog post.

Tenor nets roughly 300 million users monthly to its GIF search app, collectively generating 12 billion searches each month. "Mobile-first indexing means that we'll use the mobile version of the page for indexing and ranking, to better help our - primarily mobile - users find what they're looking for", Google explained its blog. Other apps using Tenor's API include Apple's iMessage, WhatsApp, Twitter and new owner Google through its Gboard app.

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Google acquires Tenor to improve mobile GIF sharing