Google takes over animated gifs platform Tenor

Google has acquired Tenor. This is a platform for searching animated gifs via, for example, a keyboard on a smartphone. Even after the takeover, Tenor will continue to exist under its own name.

Google says the Tenor acquisition will make it easier to find gifs with Google Images and with Gboard, the keyboard application Google offers for iOS and Android. Other Google products that use gifs should also benefit from the acquisition, but the search giant does not specifically mention which they are.

Google further states that Tenor will continue to operate as a separate brand, under its current name. Together with the company, Google will continue to invest in the technology used and in relationships with partners who use the api.

Tenor released its first poison keyboard for iOS three and a half years ago. According to the company, it was the first on-screen keyboard that could be used to find the moving pictures. The company says it had more than 300 million users last year and 12 billion searches for gifs on the platform every month.

Last year, Tenor released the first sponsored gif and since then the company has been collaborating with several brands. The company states that the acquisition will lead to faster development of the services offered. The amount Google paid for the acquisition has not been disclosed.