Google buys GIF platform Tenor, hopes to simplify finding and sharing GIFs

The change should ensure that mobile devices users do not search for information on Google, only to discover that it is not visible when they follow a link in the search results using their mobile device.

Finding the right GIF images through Google will soon be a little easier.

As users search for this kind of content more often, Google Images is one of many search engines used to find animated images, and with the GIF trend in full swing, Google is willing to adapt the service to cater for user demands. The financial aspects of the deal are, however, being kept a secret though Google did reveal in a blog post that Tenor will continue to have an independent existence of its own, including the Tenor brand name as well. In addition, the company has an API that lets other companies-including Facebook and Twitter-use its platform to share GIFs.

GIF platform Tenor has been procured by Google, bringing its vivified pictures benefit from Android, iOS and desktop under the Sundar Pichai-drove tech mammoth. Tenor has easily been the most downloaded app on both Android and iOS with Giphy being among its immediate rivals.

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However, it was clear that people should continue to make their sites more mobile-friendly, due to the ranking changes Google introduced in 2015. In 2015, Tenor launched a GIF keyboard to help users "express any emotion" through the file format.

Alphabet's Google agreed to acquire Tenor, a four-year old mobile startup that draws some 300 million people a month.

Google said Tenor will remain a separate brand, but that GIFs will be featured on many of its services moving forward. It even supports the Touch Bar on the Mac through the Tenor app on the Mac App Store. The company offers IoT platform to product-based firms to accelerate and integrate their data into other systems.

Since being founded in 2013, the company managed to secure $32 million through three funding rounds.

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