A spinoff from Zannel, a mobile social networking startup founded in 2006, Tap11 lets marketers monitor and measure real-time engagement of their campaigns on Facebook and Twitter. It gathers its data by having access to tools such as Twitter’s Firehose, which provides partners access to the site’s 90 million tweets posted everyday.
The platform has managed to partner with 500 major brands and media agencies over time, also being recently selected as a Top 6 app at Twitter’s Chirp conference.
CEO Adam Zbar will stay on as head of business operations and strategy, while CTO Braxton Woodham will become head of engineering at AVOS, also doubling as a strong talent acquisition for its new owner.
As to how this might tie in with their upcoming venture, Hurley said in a statement that his startup shares a “vision to create the world’s best platform for users 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 analyze their links’ impact in real-time.”
Less than two weeks ago, the duo also announced the purchase of social bookmarking site Delicious from Yahoo, which according to a leaked slideshow was supposedly in the process of “sunsetting” at its previous home.