First Indexing Out Of Testing, Hitting Select Sites

Ruben Fields
March 31, 2018

So whether you're using the Tenor keyboard or one of our other products, you can expect to see much more of this in your future. Tenor hopes to add a pinch more of emotion to digital conversations by helping people find the flawless GIF to communicate their current mood and personality.

Recognizing the widespread popularity of GIFs on social media and elsewhere across the world wide web, tech giant Google announced that it's absorbing a GIF keyboard for mobile devices and Tenor, aGIF search engine, together in a transaction that grants Google control over Tenor's creations. Today the news comes down that Google has announced a mobile-first indexing of search results.

There will be no change to Tenor's platform or tools, including existing integrations with other services like WhatsApp. Terms of the deal were not disclosed, but Tenor will continue to operate as a seperate brand.

Google Inc. today said it has acquired Tenor Inc., a San Francisco-based animated GIF search engine startup, for an undisclosed price.

Tenor differentiates itself from other GIF platforms in that it prides itself in helping you find the right GIF that matches your mood.

The new "mobile-first indexing" means that Google will look at a site's mobile version first, before the desktop version, if a website has both.

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Google says it will continue to experiment in the coming months before switching to the "mobile-first" ranking system entirely.

Cathy Edwards, director of engineering at Google Images, notes that most people now use Images to find additional information regarding a specific topic and to help them communicate and express themselves.

Tenor is available for Android, iOS, and Mac.

In a separate blog post, Tenor CEO David McIntosh wrote, "The acquisition will enable us to accelerate improvements to Tenor's service for our users, API partners, content partners, and advertisers".

To pull in revenue, Tenor has been partnering with companies such as Dunkin' Donuts and Warner Bros to launch GIF campaigns that can touts their brands and upcoming products.

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