Twitter has bought up another start-up, although this time it isn't a third-party client app exactly. The micro-blogging giant has acquired BackType, which specializes in social media analytics in real time.
One of BackType's special focuses includes BackTweets, a platform dedicated solely to attribution on Twitter. That includes monitoring "engagement and its impact on KPIs like revenue, page views, sign ups, downloads and more." To put it more clearly, BackTweets can help determine how valuable Twitter traffic is to a particular company.
Thus, BackType's team will soon be employees of Twitter, bring its platform and resources for the purpose of serving Twitter’s publisher partners. It looks as though all of BackType's employees will be included as they move into Twitter's office space, which will soon change, causing buzz of its own.
Current BackTweets users can continue to use the service for free, but BackType won't be accepting new registrations anymore as the BackType products and API services are being discontinued.
Financial terms of the deal were not disclosed at this time.