In a blog post published yesterday, March 27, Cathy Edwards, Director of Engineering, Google Images, wrote, "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". For example, it began to boost the rank of mobile-friendly webpages on mobile search results back in 2015, and more recently said it was adding a signal that uses page speed to help determine a page's mobile search ranking. It also makes it easier for users to go through all the search results from top to bottom without having to jump between pages, although admittedly if you are jumping in between pages chances are you'll probably need to redefine the search parameters.
Tenor was founded in 2014 and has rapidly cemented its foothold in the GIF focused platforms.
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Both Erick Hachenburg and Frank Nawabi who set up Tenor along with Cofounder David McIntosh will continue to lead from the front post the acquisition by Google.
Clearly, we can expect more GIFs in various Google services and apps in the future. The company counts Facebook and Samsung among its partners and passed 12 billion search requests monthly this year. In 2015, Tenor launched a GIF keyboard to help users "express any emotion" through the file format. It even supports the Touch Bar on the Mac through the Tenor app on the Mac App Store.
As per Google's blogpost, announcing the acquisition, Tenor will continue functioning as its own separate brand. The company offers IoT platform to product-based firms to accelerate and integrate their data into other systems.
Tenor previously raised over $30 million in venture funding.