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"Most people now use Google Images to find more information about a topic, and to help them communicate and express themselves - case in point, we see millions of searches for GIFs every day", writes Cathy Edwards, Google Images' director of engineering. The company has already been evolving Google Images by adding the ability to view captions on search results, helping to provide better visual discovery and more context in the results.

Google wants to make it easier for you to find that ideal GIF.

Tenor has become a hit with advertisers, which pay the company up to $500,000 to run sponsored GIFs inside search results, per Bloomberg.

Tenor was founded in 2014 and has rapidly cemented its foothold in the GIF focused platforms. It's no surprise, then, that Google is punching its ticket aboard the GIF express with the recent acquisition of Tenor, a GIF platform for Android, iOS and desktop. Post-Google ownership, Tenor will continue to operate as a separate business, with its founders remaining in charge of the company.

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According to analytics firm App Annie, Tenor's "GIF Keyboard" stands out to be the most downloaded app in its category on both iOS and Android.

The numbers for a still relatively young startup are impressive, with Tenor serving up 12 billion monthly searches by 300 million users. In addition, the company has an API that lets other companies-including Facebook and Twitter-use its platform to share GIFs. The change, as minor as it may seem, follows after a year of experimentation by Google who had announced in November 2016 that it would begin experiments to make its indexing system mobile-first.

To pull in revenue, Tenor has been partnering with companies such as Dunkin' Donuts and Warner Bros to launch GIF campaigns that can touts their brands and upcoming products. It even supports the Touch Bar on the Mac through the Tenor app on the Mac App Store.


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