Apple is on a roll acquiring company after company so it seems and today it adds another one to the recent acquisitions list. It has just been reported by MacRumors that Apple has acquired the social analytics firm Topsy for over $200 million.
The social analytics company is the same one that partnered with Twitter to maintain and index of tweets going back to 2006. Today that same company makes products to search and analyze trends on social websites like Twitter and Google+. Companies utilize Topsy to analyze keywords by a ton of different metrics like activity, exposure, geography, or general sentiment.
Another tool Topsy provides is a search engine that crawls through shard content on social networks and ranks results based on a social influence algorithm.
Topsy specializes in data from Twitter, offering tools to analyze tweets and other information to help track consumer sentiment. Its tools can decipher how often a specific term is tweeted, find an influential person on a specific subject, or measure the exposure of an event or campaign.
The company is one of a handful of Twitter’s partners who have access to the so-called “firehose”—the full stream of all tweets posted to the service. Topsy competes with DataSift Inc. and Gnip Inc. to analyze and resell this data to customers.
Apple confirmed the acquisition with its stereotypical statement “Apple buys smaller technology companies from time to time, and we generally do not discuss our purpose or plans.”
It is being rumoured that Apple could use Topys’ technology within iTunes Radio and the App Store to serve recommendations based on Twitter trends. There have even been some that said it could be used to bolster iAd, providing data to marketers to serve targeted ads in iRadio.