Google to acquire Tenor for making GIF search better on Android

Mobile-First Indexing Out Of Testing, Hitting Select Sites

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. That apart, Tenor's GIFs will also make its presence felt across the entire spectrum of Google services. But as the web evolved and mobile devices changed the way people search, the way people use Google Images has changed too. Today the news comes down that Google has announced a mobile-first indexing of search results.

What Tenor is best known for, however, is its integration into third-party apps, the most notable being Facebook Messenger. Financial terms of the deal were not disclosed.

"A great many people utilize Google Images to discover more data about a subject and to enable them to impart and communicate, for example, we see a huge number of scans for GIFs consistently", Cathy Edwards, Director of Engineering, Google Images, wrote in a post-Tuesday.

Tenor has a deep library of content, with Google noting that the acquisition will help Images better surface the right content. Recognising the growing relevance of the GIF, search giant Google yesterday announced that it is acquiring Tenor, one of the world's largest online GIF search engines and databases.

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Google is not directly folding in Tenor, but rather will run it as a separate brand.

Google is purchasing it to increase its support of gifs on its messaging and keyboard apps like Allo and Gboard.

Google search is finally getting the mobile-first indexing feature after over a year of testing, and a limited rollout in December. The company says that going forward it will be investing in Tenor's "technology and relationships with content and API partners". We celebrated the launch of the first ever sponsored GIF in late 2017, and since then, Tenor has worked with dozens of major brands.

McIntosh would continue to lead the Tenor team alongside co-founders Erick Hachenburg and Frank Nawabi, he added.

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