Apple has acquired social media analytics start-up Topsy Lab for a reported £122 million, with the aim of creating a larger presence in the social media industry.
Topsy Labs is one of few analytics platforms that has access to Twitter’s entire data stream, which includes more than 400 billion tweets. As a result, it measures the impact of Twitter campaigns and trending subjects.
Topsy competes with firms like DataSift and Gnip to figure out who is influential on Twitter, what terms are trending, and the impact of specific Twitter campaigns.
This is Apple’s second purchase in a matter of weeks. In November the brand purchased PrimeSense, a company which specialises in creating 3-D motion detection technology.
