Google with an aim to make it easier to find and share GIFs has announced that it is acquiring Tenor; a Gif sharing startup. Mobile web has evolved beyond just photos, and Google says that the way people use Google Images has changed too. Gifs have become the most common alternatives if not the first choice to express ourselves, and at the same time, images too are relevant in finding more information about a topic. To meet both of these needs, it makes sense for Google to acquire Tenor; a GIF platform for Android, iOS, and desktop. Tenor with its vast collection of Gifs surfaces the right GIFs at the moment so you can find the one that matches your mood. Google should soon integrate Tenor collection directly in its products including Gboard. However, Google clarified that Tenor would continue to operate as a separate brand, and Google will continue to invest in their technology and relationships with content and API partners. Tenor bought Gif to mobile three and a half years ago GIF Keyboard on iOS and has surpassed 300 million users in 2017. David McIntosh, CEO of Tenor, will continue to lead the Tenor team with no changes. Source 1, 2
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