The world's biggest search engine is upgrading its GIF game

The world's biggest search engine is upgrading its GIF game

"Tenor surfaces the right GIFs in the moment so you can find the one that matches your mood", Cathy Edwards, director of engineering at Google Images, said in a post. But as the web evolved and mobile devices changed the way people search, the way people use Google Images has changed too. 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 has become a hit with advertisers, which pay the company up to $500,000 to run sponsored GIFs inside search results, per Bloomberg.

Tenor was co-founded by David McIntosh (no relation to Apple), Erick Hachenburg, and Frank Nawabi in San Francisco in February 2014.

Overall, it looks like Google wants to expand its capabilities in presenting gifs within its own apps and services. It's no surprise, then, that Google is punching its ticket aboard the GIF express with the recent acquisition of Tenor, a GIF platform for Android, iOS and desktop.

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The numbers for a still relatively young startup are impressive, with Tenor serving up 12 billion monthly searches by 300 million users. After more than a year and half of testing and experimentation, Google has finally announced that it has started rolling out its mobile-first indexing to more sites. Tenor claims that its keyboard is compatible across most of the social media apps like iMessage, Google's smart keyboard app Gboard, LinkedIn, Slack and a few more.

Google's blog post includes that Tenor will continue to operate as a separate brand and that the search giant is looking forward to investing in Tenor's technology, as well as API and content partners.

The acquisition is unlikely to change anything for the many users who rely on Tenor's services to quickly express an emotion through gifs.

Tenor previously raised over $30 million in venture funding.

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