Monday, 24 September, 2018

Google buys GIF-sharing app Tenor

Google Search testing out a “load more” in search results                   By Ida Torres Google Search testing out a “load more” in search results By Ida Torres
Cecil Davis | 31 March, 2018, 06:04

You've probably come across Tenor on several platforms while looking for that ideal reaction GIF.

Google is now the new owner of tenor, having acquired the GIF platform to fuel its quest to include more GIFs in Google image search results or its other services such as Gboard.

Google has officially concluded the testing phase for mobile-first indexing in its search service, and is now starting to roll out the new indexing method to some sites that the search giant thinks have done a particularly good job in following its established best practices for a mobile-friendly page. Tenor now powers a large portion of gif searches within apps and chat services; most notably those on Facebook Messenger. The terms of the deal were not disclosed.

Google is now aiming to make GIF search better on the Android and has announced that it is acquiring the Tenor startup for that.

Tenor differentiates itself from other GIF platforms in that it prides itself in helping you find the right GIF that matches your mood.

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With today's announcement, things won't change either, and Google once again reaffirmed that it has no plans to split its search engine into two separate systems to cater for the two divergent userbases. But in 2016, Google also integrated Tenor's technology into Gboard, its mobile keyboard app. 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.

"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", said Cathy Edwards, Director of Engineering at Google Images.

Notably, Tenor powers various GIF keyboards for phones and messengers, and Facebook Messenger is one of them.

The Google acquisition will help Tenor roll out more improvements for users, API partners, and advertisers, Tenor CEO David McIntosh said in a blog post.