San Francisco: Twitter Inc. announced on Tuesday that it has bought Bluefin Labs to ride the trend of viewers using smartphones or tablet computers to chat at social networks about shows they are watching.
Born out of research at the Massachusetts Institute of Technology, Bluefin combines cognitive science and machine learning to measure how much people are talking about broadcasts in real time on Twitter, Facebook and other forums.
Bluefin, founded in 2008, also measures whether people online are making favourable or unfavourable comments.
“Bluefin’s data science capabilities and social TV expertise will help us create innovative new ad products and consumer experiences in the exciting intersection of Twitter and TV,” Twitter chief operating officer Ali Rowghani said in a blog post.
Bluefin reported on Monday that 30.6 million public Twitter messages and Facebook comments about Super Bowl XLVII fired off during the game, with 3.9 million of those being about ads.
There were 24.1 million tweets about the US football game and halftime show starring singer Beyonce, not counting messages about ads, according to Twitter.