Google to acquire GIF platform Tenor

By Anuj Sharma - March 28, 2018
Terms of the deal have not been disclosed. Tenor holds deep library of content and surfaces the right GIFs in the moment so you can find the one that matches your mood.

With the evolvement of web and increased usage of mobile devices, the way people use Google Images has changed a lot. Most people now use Google Images to find more information about a topic, and also to express themselves via GIFs for which millions of searches happen every day. To meet both of these needs, Google has entered into an agreement to acquire Tenor, a GIF platform for Android, iOS and desktop.

Terms of the deal have not been disclosed as yet. Tenor has a vast library of contents, which means that you can find just the right GIF to match your mood.

‘Tenor will help us do this more effectively in Google Images as well as other products that use GIFs, like Gboard. Tenor will continue to operate as a separate brand, and we're looking forward to investing in their technology and relationships with content and API partners,’ said Cathy Edwards, Director of Engineering, Google Images.

Tenor, a four-year-old startup, attracts about 300 million people per month to its GIF search tool, where more than 12 billion search requests are made per month.

The company recently removed the ‘view image’ button that used to appear when you clicked on a picture to allow you to open the image in a new tab. The new change has made it harder to save an image.

The ‘view image’ button was useful for users, since an image search was usually followed by its download for later use. Now, things have become a little more complicated, as you’ll have to take additional steps to save an image.

Photographers and publishers were long asking Google to take measure on its image Search page as it allowed users to steal pictures, and we believe that the removal of the ‘view image’ button is one useful step in that direction.

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