Toronto’s ScribbleLive, a leading content marketing platform increasingly favoured by global media organizations for live publishing, has acquired Appinions, developers of natural language processing and social media analysis technologies.
For media organizations, partnering with ScribbleLive has become essential to the decision making process regarding how, where and when to publish, and what content drives traffic most effectively.
Founded in 2008, ScribbleLive has expanded from Toronto into office space in Manhattan and London. Its Big Data platform is now used by many Fortune 500 brands for live publishing and content marketing.
Appinions, a Difference Capital investment, was founded in 2007 and has built its patented algorithm on more than a decade of Cornell University research conducted by Larry Levy and Dr. Claire Cardie into behavioural and sentiment monitoring across millions of online sources, including blogs, social networks and traditional media.
“By enabling over 500 brands such as Red Bull, PwC and Oracle to serve up the right content at the right time in the right place online, ScribbleLive has been validated as the platform for planning, creating and distributing content,” says ScribbleLive CEO Vince Mifsud. “Acquiring Appinions’ deep data science patent protected technology allows our customers to optimize every stage of the content marketing lifecycle. Marketers can optimize their campaigns by quickly finding, tracking and connecting with opinion leaders who are most likely to influence a trend, idea, product or brand.”
The acquisition means the integration of Appinions’ machine learning and language processing technologies into ScribbleLive’s already deep market penetration.
It also means the consolidation of both companies’ Manhattan teams into one working group.
“As the buyer’s journey continues to evolve online, content marketers are assuming responsibility for a larger part of the sales funnel and need to put the vast sea of online content into context,” says Appinions co-founder and CEO Larry Levy. “This acquisition creates a unique platform that will disrupt a critical sector of the growing $45 billion content marketing industry. In today’s complex marketing landscape, we are enabling content marketers to analyze opinions and influence on a mass-scale so they can strategically plan, execute and measure effective content marketing programs.”