Google is to purchase Tenor , a company that provides GIF keyboards for mobile apps . The firm works with Google to create sponsored GIFs that can appear in its searches , of which it expects to get more than 12 billion each month . GIFs are attractive to customers because they compress a lot of information into an easily shareable item and generate revenue better than text alone . Tenor will continue to operate as a separate entity within Google .
Google is to purchase Tenor, a company that provides GIF keyboards for mobile apps. The firm works with advertisers to create sponsored GIFs that can appear in its searches, of which it claims to get more than 12 billion each month. GIFs are attractive to advertisers because they compress a lot of information into an easily shareable item and convey emotion better than text alone. Tenor will continue to operate as a separate brand within Google.