Published: Thu, March 29, 2018
Finance | By Gustavo Carr

Google snaps up Tenor for better animated GIF search

Google snaps up Tenor for better animated GIF search

For example, it began to boost the rank of mobile-friendly webpages on mobile search results back in 2015, and more recently said it was adding a signal that uses page speed to help determine a page's mobile search ranking.

The bigger picture here is that Google wants to "encourage webmasters to make their content mobile-friendly".

Tenor says it sees some 12 billion searches every month, and brands such as Dunkin' Donuts, AT&T, Sprint, Nestle, Nissan and KFC pay it $100,000 to $500,000 to appear in relevant GIF search results performed by consumers, according to a recent profile in Bloomberg Businessweek. The financial aspects of the deal are, however, being kept a secret though Google did reveal in a blog post that Tenor will continue to have an independent existence of its own, including the Tenor brand name as well.

Notably, Tenor powers various GIF keyboards for phones and messengers, and Facebook Messenger is one of them.

On Tuesday, the search giant said it's acquiring Tenor, a platform for searching for GIFs on Android, iOS and desktop.

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Tenor is available for Android, iOS, and Mac. Tenor would raise GIFs inside Google Images and different administrations like Gboard all the more effective. Tenor had more than 300 million users as of past year and topped 12 billion monthly search requests in February.

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. It even supports the Touch Bar on the Mac through the Tenor app on the Mac App Store.

The acquisition is unlikely to change anything for the many users who rely on Tenor's services to quickly express an emotion through gifs.

Since being founded in 2013, the company managed to secure $32 million through three funding rounds.

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