Tap11 to form part of new Delicious platform
YouTube founders Chad Hurley and Steve Chen today announced that they have acquired Tap11, the developer of a Twitter and Facebook analytics platform that allows brand owners and advertisers to monitor and measure the impact of social media campaigns.
Tap11 becomes part of Hurley and Chen’s new company, AVOS, which recently acquired the social bookmarking site Delicious from Yahoo. The acquisition will form part of the overall strategy for Delicious moving forward, placing it back on the map as a location from which social media campaigns can be launched (and now) monitored.
Hurley said: “Our vision is to create the world’s best platform for uses to save, share, and discover new content. With the acquisition of Tap11, we will be able to provide consumer and enterprise users with powerful tools to publish and analyse their links’ impact in real-time.”
In a blog post on the Avos website, Tap11 CTO Braxton Woodham said,
“We plan to leverage our Volume algorithm to fully measure the impact of content consumed and shared across the social ecosystem.In combination with Delicious.com, we will be able to provide consumers and publishers with deep, relevant insights and recommendations.”
This is both a talent acquisition and a strategic one for Hurley and Chen, with Tap11 CEO Adam Zbar will staying on with the company as head of business operations and strategy while chief technology officer Braxton Woodham will become head of engineering at AVOS.
Tap11 describes itself as “the leading real-time business intelligence platform”. Its core product allows marketing professionals to monitor the performance of their campaigns on Facebook and Twitter, and undoubtedly CEO The company is located in San Mateo, the small Northern California town where Hurley and Chen started YouTube.
