One of Twitter’s biggest partners, Topsy, a search engine and analytics firm for tweets, has recently been acquired by Apple Inc. It is rumored that the purpose of this $200 million purchase is to use Topsy data to better target ads, inform consumers about upcoming products, and ignite discussions about popular topics, interests, and trends. However, Apple’s exact intentions with Topsy have not been released to the public.
Topsy is one of the few companies that can generate access to Twitter’s full history of data, traveling back to some of the social networking site’s very first tweets. It is unknown whether or not Apple is interested in using Topsy to obtain social data from Twitter, or if it wants apply Topsy’s analytics technology to its own data, such as scanning outdated information from the App Store.
Apple is one of the most recognized brands in the world and holds the most cash out of any other technology company. Do you think this purchase was necessary? Comment to let us know what you think.