Twitter has acquired BackType, an analytics platform aimed at helping companies understand their impact on social media sites. The acquisition was announced on BackType’s blog on Tuesday, but the post did not disclose the financial terms of the deal.

BackType will be joining Twitter’s platform team, and the company says it will be developing tools for Twitter’s publisher partners. BlackType has developed products that help its clients understand the value that social engagements on social media sites, such as Twitter, have on their business.

The company’s product BackTweets enables publishers to better understand the reach of their Tweets and content, the audience they are reaching, and how Tweets covert to web traffic and sales.

“Joining Twitter gives us the opportunity to bring insight to tens of millions of publishers around the world that are using Twitter to communicate and connect with their audience,” BackType wrote in a blog post. “We’re also excited to bring our technology (especially Storm) to Twitter where it can have a big impact across the company.”

Storm is BackType’s data-processing system which the company describes as “Hadoop of realtime processing,” explaining that it “does for realtime processing what Hadoop does for batch processing.”

BackType will stop accepting new registrations for BackTweets as the BackType products and API services are being discontinued, but it says that current BackTweets users will now be able to use the service for free.

BackType was founded in 2009 and since then has raised $1.32 million from investors including True Ventures and Y Combinator. San Francisco-based startup’s clients include Microsoft, AOL, and New York Times.

 

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