Tenor’s GIF searching technology is used across many internet services including Facebook, Twitter and Discord.
Finding the right GIF images through Google will soon be a little easier. On Tuesday, the company bought Tenor, a search engine for GIFs.
The tech giant is incorporating Tenor’s technologies into Google Images and other products. “With their deep library of content, Tenor surfaces the right GIFs in the moment so you can find the one that matches your mood,” Cathy Edwards, a Google director of engineering, wrote in a blog post.
Founded in 2014, Tenor has its own search engine, along with a keyboard app that can pull up GIFs while you type. In addition, the company has an API that lets other companies—including Facebook and Twitter—use its platform to share GIFs.
Whether or not Google will more prominently feature GIF searching isn’t clear. But in 2016, Google also integrated Tenor’s technology into Gboard, its mobile keyboard app.
The Google acquisition will help Tenor roll out more improvements for users, API partners, and advertisers, Tenor CEO David McIntosh said in a blog post. Terms of the deal were not disclosed, but Tenor will continue to operate as a seperate brand.
Although the platform processes 400 million daily GIF searches, Tenor has been seeking to serve more users by ramping up its global expansion. “Since early 2017, GIF searches on Tenor have grown by 5X in key markets like Europe, South America and Southeast Asia, in part due to Tenor’s investment in providing localized regional search content,” the company said in a blog post last month.
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.