Exclusive: Mass Relevance will be using Twitter data exclusively on-air under social network’s strengthened guidelines
Lost Remote has just learned of some big social TV news that reinforces that value of Twitter to TV. Mass Relevance, a social TV leader we’ve been covering since 2011 has announced that they will be using data exclusively derived from Twitter for all on-air and in-venue public display integrations. “Mass Relevance was Twitter’s first social TV partner,” Chloe Sladden, Vice President of Media at Twitter told Lost Remote. “We have a long history of working together to create engaging live TV experiences with Twitter content. As we seek to further innovate with our TV partners, we will devote more time and resources to this partnership so that we can bring the best user experiences to live TV,” she added. Here are the full details.
This does not mean by any means that Mass Relevance is only going to be working with Twitter. They will continue to provide a full suite of social content sources to power experiences on other screens, including web, mobile and tablet. “Over three years ago, Mass Relevance was the first company to partner with Twitter to bring social content to television and live events,” Mass Relevance CEO Sam Decker told Lost Remote. “We have had tremendous success bringing Twitter content to the forefront of consumers’ screens, and are happy to have extended our partnership. This new relationship will allow us to continue to provide exceptional service to our clients,” he added.
With this announcement Twitter is once again showing that they’re extremely selective about only working with on-air & in-venue display partners like Mass Relevance who will help push the social TV industry forward in the right way.
Moving forward Twitter will only being working closely with the companies who use their data exclusively for displaying social on TV, in an effort to make Twitter content even more valuable. All companies with a full license to use Twitter data on-air or for in-venue public display are required to follow these guidelines, according to the social network.
This is a smart move for Twitter and Mass Relevance and solidifies that social TV is only going to get bigger.
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