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Google now owns GIF platform and search engine Tenor

29 March 2018

"Tenor will continue to operate as a separate brand", Cathy Edwards, a Google engineering director, wrote in a blog post.

A few years ago, when more people started searching through their phones and tablets than on desktop computers, Google changed its algorithm to give higher rankings to sites that display well on a mobile device.

Finding the right GIF images through Google will soon be a little easier.

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Google (GOOG, GOOGL) acquires GIF keyboard company Tenor for an undisclosed amount.

The company also recorded "more than four billion distinct search terms, from "lol" to 'high five, '" it adds in its own acquisition statement, penned by CEO David McIntosh.

Founded in 2014, the GIF platform was initially known as Riffsy. "We've continued to evolve Google Images to meet both of these needs, and today we're bringing GIFs more closely into the fold". The San Francisco-based company attracts nearly 300 million users to its platform and 12 million monthly searches. Tenor quickly followed its iOS launch with similar applications for the Android and MacOS platforms, and its growth has been steady ever since.

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However, it was clear that people should continue to make their sites more mobile-friendly, due to the ranking changes Google introduced in 2015.

To pull in revenue, Tenor has been partnering with companies such as Dunkin' Donuts and Warner Bros to launch GIF campaigns that can touts their brands and upcoming products. Tenor claims that its keyboard is compatible across most of the social media apps like iMessage, Google's smart keyboard app Gboard, LinkedIn, Slack and a few more. The platform also has existing integrations with a large number of applications, including Gboard, Facebook Messenger, WhatsApp, Twitter, Kik, Viber, Zynga, and Samsung Messages.

Tenor previously raised over $30 million in venture funding.

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Google now owns GIF platform and search engine Tenor