Mumbai-based advertising technology firm Fork Media has tied up with Twitter to use the latter’s enterprise advertising tool Gnip, reports Economic Times. Under the partnership, Fork Media will use Gnip to integrate Twitter’s audience data and content performance metrics with “Buzzerati”—Fork Media’s social media marketing platform. Note that Gnip also provides managed access to data from other social networking sites as well; MediaNama contacted Samar Verma, founder of Fork Media for understanding if this is a Twitter-only partnership, but he was unavailable for a comment.
Earlier, SVG Media owned Komli Media had renewed its partnership with Twitter India till March 2017. The partnership was first signed in 2012 and allows Twitter to expand its promoted products advertising suite and help it monetise those.
‘Buzzerati’ is an influencer/user recommendation platform; it will now have access to Twitter’s API tools allowing the platform to collect audience demographics, determine trend analysis, consumer interests, keyword associations and measure brand impact, added the report. This will allow brands using Buzzerati to target and engage with customers and the general Twitter audience in an enhanced manner.
Apart from this, Buzzerati will use Gnip to filter out Twitter users/influences across filter categories like location, gender, mobile network and interests of their followers. The filtered data taken from Twitter will be integrated with the company’s patented data processing algorithms to provide better recommendations to brands/advertisers for determining accurate influencers or users for their online advertising campaigns.
Fork Media was founded by Verma and Upen Rai in 2013 as part Ant Farm, former Times Internet CEO Rishi Khiani’s incubator. Through its flagship platforms, it provides a suite of native advertising solutions for publishers that enables them to activate, deploy and manage ad placements across media properties. It claims to have publishers like HT Media, The India Today Group, The Hindu, and The Daily Mail on board its platform.
Fork Media’s Fashion portal: In November last year, Fork Media launched Hauterfly, a fashion and lifestyle website targeted specifically towards millennial women in India. The website is a discovery and shopping platform for brands. Hauterfly was launched by Zahra Khan, who will be the CEO and editor in chief. At that time, Fork said it would launch a digital vertical called Superfly for men soon, targeted at urban Indian men, with style content.
Spid stake: In October 2015, Fork Media acquired an undisclosed equity stake in WiFi ad network Spid, for building an alternate ad inventory space and leverage Spid’s technology. Spid is present in over 1,200 locations including major airports, restaurant and cafe. Fork Media will use Spid’s platform to determine a user’s location and deliver relevant advertising.