Social TV analytics business Bluefin Labs has joined Twitter. Last year, Bluefin Labs raised $12 million in a Series B round led by Time Warner Investments with participation from SoftBank Capital, Redpoint Ventures and Lerer Ventures.
It’s a big day for social television and for us at Bluefin Labs – we’re announcing today that we’re joining Twitter!
We’ve had an incredible time pioneering the field of social TV analytics over the last few years. Bluefin Labs started out as an academic pursuit in cross-modal machine learning that Mike and Deb brought out of the MIT Media Lab. With the close mentorship of Frank Moss and Brian Bedol, we grew that research effort into the world’s first industry-grade analytics platform to link social media commentary with TV shows and commercials at scale.
The team of Bluefinners who built this technology and brought it to the media and marketing world is an amazing crew. But we didn’t do it alone. We’ve had the privilege of working with and learning from some of the most innovative people and companies in the world of media and advertising: marketers like P&G and PepsiCo, and TV networks such as CBS, Turner Broadcasting, FOX Broadcasting, and Discovery Communications.
While our products have always included data from multiple social media services, the reality is that Twitter is the platform where the overwhelming majority – about 95% – of public real-time engagement with TV happens. So we couldn’t be more excited to join Twitter.
Our work in social TV measurement and analytics to date have meant that Bluefin Labs has necessarily taken an objective, but passive, role in the evolution of social TV. Now as part of Twitter, we look forward to working closely with Nielsen, TV networks, advertisers, agencies, and the rest of the TV ecosystem to help shape the future of social TV. Our core team based in Cambridge, MA will remain in that office and grow it over time.
Lastly, thanks and a big congratulations to the extended Bluefin Labs family including our investors, advisors, and partners – especially Geoff Yang, Rachel Lam, and the tireless and passionate team at Brew Media Relations – who believed in us and in our ideas.
Here’s the Twitter team’s blog post on today’s news.