Twitter Buys France's Mesagraph And UK's SecondSync, Inks Deal With Kantar ...

Twitter is adding more global firepower to its ambitions to cosy up to broadcasters and TV advertisers: it is buying France's Mesagraph, and it is also acquiring SecondSync in the UK. It is also teaming with with Kantar, the market analytics firm owned by WPP who was also an investor in SecondSync, as part of its string of announcements today to further its global reach with its social TV strategy.

Mesagraph works with broadcasters in France such as Canal+, France Télévisions, M6, TF1. SecondSync, meanwhile, works primarily in the UK broadcasting industry, where 'through our social analytics products, we've enabled clients in the broadcast and advertising industries to realise the value of conversations on Twitter about television,' it notes in its announcement.

With both Mesagraph and SecondSync, Twitter is buying infrastructure: instead of building out more relationships in Europe, these two startups have them in place already. In the case of Mesagraph, it involves working with analytics provider Médiamétrie as well as Microsoft and Mediabrands on marketing. 'We've learned a lot from our partners and really enjoyed being part of their most innovative projects,' the startup notes in its blog post.

In SecondSync, Twitter is doing two things. The first is adding stronger ties within the UK TV industry. The second is that it is nabbing a crucial relationship that Facebook has in social TV - a relationship that was only announced earlier this year.

'On 30th Jan 2014 we announced a partnership with Facebook that extends the reach of our social listening platform to include anonymised interactions from the Facebook platform,' SecondSync notes in its Crunchbase profile. 'We're the only company worldwide with this capability, allowing us to bring social TV analytics from the world's biggest social network to market. We will launch initially in the UK and USA.'

Terms of the deals were not disclosed but the two acquired companies will be working out of Twitter's UK office in London.

More to come.