Bluefin Labs

The company's core business was to measure viewer engagement by linking public social media commentary from platforms like Twitter and Facebook to specific television shows and commercials in real-time. Its proprietary technology employed temporal and semantic analysis, along with machine learning, to interpret comments and connect them to the televised content that prompted them. This allowed clients to understand audience response, sentiment, and characteristics at a granular level. Bluefin Labs offered its analytics through a Software-as-a-Service (SaaS) platform called Bluefin Signals, which was available on a subscription basis to brands, agencies, and over 40 major US TV networks. The platform provided insights for media planning, ad sales negotiations, and creative optimization.

The firm secured significant funding, including a Series A round led by Redpoint Ventures and a $12 million Series B round led by Time Warner Investments, with participation from SoftBank Capital and others, totaling over $19 million in venture capital. In February 2013, Twitter acquired Bluefin Labs for an amount estimated to be between $70 million and $100 million, making it one of Twitter's largest acquisitions at the time. Following the acquisition, Bluefin's team was integrated into Twitter to develop new advertising products and consumer experiences at the intersection of social media and television, with Roy becoming Twitter's Chief Media Scientist. While existing client contracts were honored, the Bluefin product suite was no longer sold to new customers as its technology was absorbed into Twitter's platform.