A start-up specializing in tuning into online banter by TV viewers said Wednesday that it has been bought by Twitter.
Trendrr chief executive Mark Ghuneim announced in a blog post that the New York-based firm is becoming part of the globally popular messaging service.
"Over the last five years we have led the way in working with real-time data and television, unlocking the power and value of engagement around TV and creating compelling media experiences around content," Ghuneim said in the post.
"We are excited to be joining Twitter's world class team, enabling us to realize bigger opportunities that drive better experiences for users, media and marketers."
Trendrr software tracks and analyzes in real-time social network exchanges about television shows or ads to provide insights into what viewers think of programming.
Internet lifestyle trends include people using "second screens" such as smartphones or tablets to share thoughts on Facebook, Twitter and other online venues.
"Having sat at this intersection of TV and social media for years, we've analyzed data from lots of platforms," Ghuneim said.
"What makes Twitter uniquely compelling among these platforms is its connection to the live moment - people sharing what's happening, when it's happening, to the world."