Twitter's all-in bet on TV leads to an acquisition: Meet Mesagraph

Twitter has purchased social TV service Mesagraph, the startup announced today. Financial terms of the deal were not disclosed.

Twitter has been positioning itself as being a platform that caters to TV network for the last few years, which is likely a large part of why it picked Mesagraph.

The startup’s technology focuses on providing analytics on how people are engaging with shows and brands while watching TV. And since the firm is based in the UK, most of its big partnerships (Canal+, France Télévisions, M6, TF1) are with European media companies and TV networks, which is also good for Twitter from an international growth perspective.

Now that’s its a part of Twitter, Mesagraph said it’ll help the company by working with TV networks, agencies, advertisers, and others in the TV ecosystem. The startup’s entire team will also be joining Twitter’s UK office based in London.

The Mesagraph acquisition is a good way for Twitter to duplicate its TV-focused strategy in Europe. The company’s U.S. efforts include partnering with TV-ratings company Nielsen to provide more accurate results. The company also launched a TV network-focused ad/promotion platform Amplify last year, as well as forged partnerships with media companies like Comcast.