Google acquires Tenor, popular GIF platform that advertisers love

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"Tenor will help us do this more effectively in Google Images as well as other products that use GIFs, like Gboard". As such, Edwards said Google is now seeing millions of searches each day for GIFs.

Google wants to make it easier for you to find that flawless GIF.

Google has acquired mobile GIF keyboard and search engine Tenor for Android and iOS.

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Neither company disclosed details of the deal, but according to a report by TechCrunch, Tenor has increasingly positioned itself as a search company, instead of just a database of images.

Tenor was co-founded by David McIntosh (no relation to Apple), Erick Hachenburg, and Frank Nawabi in San Francisco in February 2014. It's no surprise, then, that Google is punching its ticket aboard the GIF express with the recent acquisition of Tenor, a GIF platform for Android, iOS and desktop. The four-year-old firm said it hit more than 300 million members in 2017 and now receives more than 12 billion queries per month. Tenor now powers a large portion of gif searches within apps and chat services; most notably those on Facebook Messenger. 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.

Today we're announcing that after a year and a half of careful experimentation and testing, we've started migrating sites that follow the best practices for mobile-first indexing.

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Google's blog post includes that Tenor will continue to operate as a separate brand and that the search giant is looking forward to investing in Tenor's technology, as well as API and content partners.

There will be no change to Tenor's platform or tools, including existing integrations with other services like WhatsApp. A Magid study found that 16% of consumers ages 18-64 had sent branded animated GIF content in a message or app.

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