Apple acquires Twitter analytics firm Topsy Labs for $200M

Apple acquires Twitter analytics firm Topsy Labs for $200M

Apple has acquired Topsy Labs, a social media analytics firm. The transaction is valued at more than $200 million, according to the Wall Street Journal (available to subscribers only).

Apple confirmed the purchase but offered no further details about its plans for Topsy - a spokesperson provided a template comment noting that they generally don't discuss their plans for smaller company acquisitions.

The WSJ report speculates that Apple may use the analytics to boost targeted advertising, perhaps for iTunes Radio or Apple's iAd service, which was launched to provide an advertising vehicle for ad-supported iOS apps.

Topsy's specific focus has been in tracking consumer sentiment on the social web by searching for topics, terms and hashtags. Topsy's tech helps users identify breaking news, analyze the efficacy of advertising campaigns and more.

Whatever Apple plans to do with Topsy doesn't appear on its surface to have a lot of direct relationship to any sort of customer-facing product or service that Apple offers, but, as WSJ notes, it certainly sounds like something that can bolster the company's ancillary services like iAd.

Source: Wall Street Journal

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Peter Cohen

Mac Managing Editor of iMore and weekend Apple Product Professional at a local independent Apple reseller. Follow him on Twitter @flargh

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Reader comments

Apple acquires Twitter analytics firm Topsy Labs for $200M


Should be interesting to see how this is integrated. I'm sure they have there reasons for the purchase.

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you don't spend $200 million without having a reason, for sure. Then again Google spent $12 billion acquiring Motorola and still don't know what to do with it, so what do I know lol.

I don't see what Apple gains from this really. I mean sure, they get some analytics but what are they looking for in those analytics?

I'm expecting this to impact "Genius" recommendations in Apple's iTunes & App Stores.

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200 million is pocket change for Apple. They probably will just use this in-house. It will probably help give Apple data that they need for multiple services and marketing campaigns. I don't think consumers will see much out of this directly.

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Couldn't Apple get this same information from their own analytical team? Hopefully this doesn't turn into a Google-selling consumer information fiasco...

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