Google acquires GIF platform Tenor

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Today, we're announcing Tenor has been acquired by Google to help us execute on our mission to help all three billion mobile users find the flawless way to visually express themselves. However, details of the deal were not disclosed by either of the companies.

Today, Google announced that they have acquired Tenor, a popular GIF search engine in order to improve its GIF capabilities in Google images, Gboard, and more.

Tenor claims over 12B searches every month in its GIF database and allows advertisers to create sponsored GIFs that appear in the searches.

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And with Google's help, he adds, "those GIFs will become a part of the normal fabric of search and, consequently, of commerce".

"With their deep library of content, Tenor surfaces the right GIFs in the moment so you can find the one that matches your mood". Google didn't say what will happen to that relationship, and the search giant didn't immediately respond to a request for comment.

Google says Tenor will keep running as its own separate brand, but it hints that it will be growing the platform in the future. Tenor will operate under the Tenor brand to help people visually express their thoughts and emotions.

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What Tenor is best known for, however, is its integration into third-party apps, the most notable being Facebook Messenger. Three and a half years ago, Tenor brought GIFs to mobile messaging with the launch of the first GIF Keyboard on iOS.

Last month, Tenor CEO David McIntosh reportedly said the company gets 12 billion GIF searches a month.

To date, Tenor has raised a total of $32 million in funding, according to available funding data.

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