Apple has recently acquired social media analytics firm Topsy for more than $200 million, according to a report from The Wall Street Journal.
Apple confirmed the purchase to the site:
An Apple spokeswoman confirmed the deal but wouldnt comment further. Apple buys smaller technology companies from time to time, and we generally do not discuss our purpose or plans, she said without elaborating further.
Topsy focuses mainly on analyzing data from Twitter. It examines tweets to gauge consumer sentiment on certain subjects.
While we dont know exactly what Apples interested in doing with the data, the report speculates on two specific areas – iTunes Radio and iAds:
Its unclear how Apple plans to use Topsy. There may be opportunities to link Topsys technology with Apples iTunes Radio, an online-streaming-music competitor to Pandora Media Inc. and Spotify AB. One possible scenario would use data from Topsy to alert listeners to songs that are trending or artists being discussed on Twitter.
Topsy also could provide marketers with real-time data to sell targeted advertising on iTunes radio.
Apple has been wrestling with a tepid response from marketers for its iAd platform, which was launched in 2010 to sell ads within mobile apps on iPhones, iPads and iPods running on the companys iOS software.
Apple initially required advertisers to spend $1 million in an iAd campaign. It has since lowered that threshold to $100,000 per campaign in an effort to broaden its appeal to advertisers.
Thats definitely an interesting acquisition for Apple. I’m really interested to see what plans Tim Cook and company have in store for the massive amounts of Twitter data they now have.
Apple has been on a buying spree as of late. Late last month, the company acquired PrimeSense, the original company behind the 3-D technology found in Microsofts Kinect sensor.