Thought Leadership

Here's why Google just snagged popular GIF platform Tenor

Here's why Google just snagged popular GIF platform Tenor

Tenor, a popular GIF platform with more users than Twitter, was acquired Tuesday for an undisclosed amount by Google. 

"Through first glance GIFs might seem frivolous, they're actually a powerful concept," Ben Clarke, co-founder and president of digital agency The Shipyard says. "In a very compact frame they combine images, story and text. From an advertiser's perspective this gives them back some of their tools they may feel they've lost in other mediums."

And with Google's help, he adds, "those GIFs will become a part of the normal fabric of search and, consequently, of commerce. This will have some of the benefits of biddable media—targeting, efficacy—but at least on paper could reinject some personality into digital ads that in some ways have become stale, like text search ads."


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