Google Acquires Tenor GIF Keyboard, Will Use It to Improve Image Search and Gboard

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Mar 27, 2018
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Google Images has seen several updates in recent weeks, and some of them weren’t the greatest. The removal of the View Image button from the image search page is still something people don’t appreciate. Now, it looks like Google has acquired Tenor to improve its GIF capabilities. You’ve probably come across Tenor on several platforms while looking for that perfect reaction GIF. The acquisition is meant to help evolve its Google’s search engine and to provide better search results, especially GIFs.

When we started Google Images, we focused on making it easy to find photos and images from across the web. But as the web evolved and mobile devices changed the way people search, the way people use Google Images has changed too. Most people now use Google Images to find more information about a topic, and to help them communicate and express themselves—case in point, we see millions of searches for GIFs every day. We’ve continued to evolve Google Images to meet both of these needs, and today we’re bringing GIFs more closely into the fold by acquiring Tenor, a GIF platform for Android, iOS and desktop.

Tenor is arguably the best GIF search portal on the market right now, with a GIF for just about every occasion. So it doesn’t come as a surprise that Google wants to acquire it to better their search results. The acquisition could also help several Google products such as Allo and Android Messages.

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we’re looking forward to investing in their technology and relationships with content and API partners. 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.

Despite the acquisition, Tenor will continue to operate as a separate entity. This is notable given that Tenor powers the GIF search module across several platforms including the likes of Telegram and WhatsApp. It also has several media partnerships with movie studios and television channels.

Source: Google

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