acquisition likely signals a new medium that requires search-and needs to be rationalized.

Google Images started as a way to quickly and easily find photos and images online but as the Internet evolved and mobile devices exploded in popularity, the way people use Google Images has also changed (and not always in an organic or natural way).


The company on Tuesday announced its purchase of GIF platform Tenor - the service that doles out moving images to users on Facebook Messenger, WhatsApp, Google's GBoard keyboard app, and others.

Neither company disclosed details of the deal, but according to a report by TechCrunch, Tenor has increasingly positioned itself as a search company, instead of just a database of images.

GIF platform Tenor has been procured by Google, bringing its vivified pictures benefit from Android, iOS and desktop under the Sundar Pichai-drove tech mammoth. Tenor now powers a large portion of gif searches within apps and chat services; most notably those on Facebook Messenger.


But Google will not dissolve Tenor into its Images product.

Tenor mobile messaging services clubbed with the first GIF keyboard debuted on Apple's iOS operating system. The four-year-old firm said it hit more than 300 million members in 2017 and now receives more than 12 billion queries per month.

Tenor previously raised over $30 million in venture funding.


"We look forward to the next leg of our journey with Google as we grow Tenor to help anyone with a mobile device visually express the full range of human emotion", McIntosh said.

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