According to a Forbes report, Twitter will be integrating Whetlab’s technology into its own platform and the team members will be joining the company following the acquisition. Whetlab on its website said that it will be discontinuing its product after July 15.
According to Whetlab, the startup has advanced, patent-pending software that helps companies use machine learning systems. The startup, about a year old, said its technology speeds up the process of tackling the “hardest cutting-edge problems” and outperforms top machine learning researchers. The move follows Twitter’s acquisition of deep-learning startup Madbits a year ago.
Whetlab says that its patent-pending technology allows companies to speed up implementing machine learning systems for in-house systems off the ground rather than hiring experts to tune artificial intelligence systems. The company also claims that it can reduce training period of machine systems from months or years to just days.
According to the Forbes report, the goal of the deal is likely both to obtain the team’s talent and to apply more AI tools to advertising to build a competitive advantage against Facebook and Google, Sephi Shapira, CEO of performance mobile advertising company MassiveImpact, said in an interview.
“I categorize this as an acqui-hire because they don’t have a patent yet,” Shapira was quoted in the report as saying. “The tech hasn’t been around long enough, but the competence that this team has is very relevant.”
Being skilled at helping advertisers analyze data could help differentiate Twitter as an advertising platform in the long-term.“
Twitter’s core pitch is data,” Shapira told Forbes. “There is a good chance that Twitter is going to develop more simplified tools to enable advertisers to better analyze data.”