Wednesday, 03 March, 2021


Google to acquire GIF search platform 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
Kristine Garrett | 28 March, 2018, 02:41

Tenor, makers of the GIF Keyboard available on Google Play and the operators of a GIF-finding platform that sees 10 billion GIF searches a month, have just been acquired by Google.

Google has announced the acquisition of GIF platform Tenor, explaining that interest in GIFs has increased over the years and so it is targeting the content type. Dunkin Donuts' GIF campaign on Tenor was honored with an award at Mobile World Congress last month for Best Use of Mobile Marketing.

On Tuesday, the search giant said it's acquiring Tenor, a platform for searching for GIFs on Android, iOS and desktop.

However, it will be interesting to see whether this acquisition leads to Google rivals such as Facebook or Apple removing support for Tenor in the future. But in an age of mobile messaging and ubiquitous computing, the expressive and emotive qualities offered by a little looping animated photo are clearly a big draw for consumers, and thus for tech companies and investors too.

Tenor has been around for a while; any GIF aficionado is likely aware of it.

Put simply, GIFs are hot and monetizable, and Google wants in on the action.

We've continued to make it faster and easier for people to find the flawless GIF that captures exactly what they are feeling.

Google said Tenor will remain a separate brand, but that GIFs will be featured on many of its services moving forward. Apparently, people are also using Google Images to communicate with others and to express themselves in various ways.

Google will integrate Tenor's library of GIFs into its image search engine, as well as use it to improve other products, like the Gboard mobile keyboard software.

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