Apple Buys Real-Time Access to Twitter’s Feed With Topsy Deal
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Apple purchased data-analytics firm Topsy Labs, giving the world’s most valuable company new tools to spot trends as they emerge on Twitter’s social network.
Apple paid more than $200 million for Topsy, said people with knowledge of the deal, who asked not to be identified because the information is private. The San Francisco-based startup’s service is used by companies to analyze consumer sentiment on Twitter, be it responses to TV shows or politics. Topsy is one of a few partners that has real-time access to the messages that roll across the microblogging service, and can search through every tweet published since 2006.
Access to information about what is being discussed on Twitter can be integrated in any number of ways by Apple, according to Debra Aho Williamson, an analyst with EMarketer Inc. That includes to improve results within Apple’s voice-based search tool Siri, analytics of the iAd mobile-advertising service, or to make purchase recommendations from iTunes and App Store,
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