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§ Private Profile · Cambridge, MA, USA
Social TV analytics company developing technology that links social media commentary to TV viewing for advertisers, agencies, and networks.
Based in Cambridge, Massachusetts, Bluefin Labs develops social television analytics technology that links social media commentary to TV viewing behavior at scale. The company utilizes cognitive science and machine learning to analyze online conversations surrounding television shows and commercials, providing insights for brand advertisers, advertising agencies, and television networks. Its enterprise platform and professional services are utilized by major media organizations and agencies, including CBS, Fox, Discovery Communications, and Starcom MediaVest Group. The enterprise scaled its operations after securing $12 million in Series B venture funding, a round led by Time Warner Investments. Twitter ultimately acquired the analytics firm for an undisclosed amount on November 1, 2025, to integrate its social TV metrics into its broader platform. Bluefin Labs was founded in 2008 by Deb Roy and Michael Fleischman based on their research at the MIT Media Lab.
Bluefin Labs has raised $19.0M across 3 funding rounds.
Bluefin Labs has raised $19.0M in total across 3 funding rounds.
Bluefin Labs has raised $19.0M in total across 3 funding rounds.
Bluefin Labs's investors include Rachel Lam, Lerer Hippeau, Redpoint Ventures, SoftBank Capital, 10100, Bedrock Venture Partners, High Alpha, Offline Ventures, Science, True Ventures, Ryan Spoon.
Bluefin Labs has raised $19.0M across 3 funding rounds. Most recently, it raised $12.0M Series B in July 2012.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Jul 25, 2012 | $12M Series B | Rachel LAM | Lerer Hippeau, Redpoint Ventures, SoftBank Capital | Announced |
| Sep 1, 2010 | $6M Series A | Redpoint Ventures | 10100, Bedrock Venture Partners, High Alpha, Offline Ventures, Redpoint Ventures, Science, True Ventures, Ryan Spoon | Announced |
| Apr 1, 2009 | $1M Seed | — | Bedrock Venture Partners | Announced |
# Bluefin Labs: High-Level Overview
Bluefin Labs was a social TV analytics company that measured viewer engagement with television shows and advertisements by analyzing publicly available social media commentary from Twitter, Facebook, and blogs.[1] The company built technology to solve a historically costly and complex problem for the TV and marketing industries: understanding at scale what audiences were saying about content in real time.
The platform used machine learning and cognitive science to semantically interpret social media comments and automatically link them to specific TV shows and ads being watched.[1] Bluefin's flagship product, Bluefin Signals, provided TV networks and advertisers with detailed reports on brand mentions, sentiment analysis, and viewer engagement metrics—enabling data-driven decisions about programming and advertising spend.[4]
# Origin Story
Bluefin Labs was founded in 2008 by Deb Roy and Michael Fleischman, both rooted in MIT's Media Lab.[1] Roy headed the Cognitive Machines group at the Lab and led the Human Speechome Project (HSP), which involved creating a complete digital record of a child's early home life to study language acquisition—ultimately generating 240,000 hours of home video.[1][3] Fleischman, a student in Roy's group, adapted the data-driven concepts from language research and applied them to broadcast video analysis, a pivot that caught the attention of the National Science Foundation.[1]
This academic foundation proved critical: the NSF awarded Roy and Fleischman a Small Business Innovation Research (SBIR) grant, effectively bootstrapping the company's launch.[1] Bluefin then secured Series A funding from Redpoint Ventures (a top-tier VC firm with investments in Netflix, TiVO, and others) and later raised $12 million in Series B funding led by Time Warner Investments in January 2012, with participation from SoftBank Capital and returning investors.[1]
# Core Differentiators
# Role in the Broader Tech Landscape
Bluefin emerged at a critical inflection point: social media was becoming the second screen for TV viewing, and advertisers desperately needed metrics to justify spending on social channels. The company rode the wave of Twitter's rise as a real-time commentary platform and the advertising industry's shift toward data-driven decision-making.
The timing proved strategic. In February 2013—just 18 months after launching its first commercial product—Twitter acquired Bluefin Labs for an estimated $70–$100 million, making it Twitter's largest acquisition at that time.[4][6] This acquisition reflected Twitter's ambition to position itself as "the new TV Guide" and to provide advertisers with social TV ratings.[6] The deal also coincided with Twitter's multi-year partnership with Nielsen to produce the first-ever social TV ratings using Twitter mentions as a standard metric.[6]
Bluefin's technology became foundational to Twitter's advertising strategy, helping the platform demonstrate ROI to brands by showing which programs and ads generated the most social engagement.
# Quick Take & Future Outlook
Bluefin Labs represents a case study in academic innovation meeting market timing. The company took cutting-edge research from MIT and packaged it into a product that solved a real, expensive problem for a massive industry at precisely the moment when social media was reshaping how audiences consumed and discussed television.
The acquisition by Twitter validated the core insight: social media commentary is a valuable signal for understanding media consumption and advertising effectiveness. While Bluefin Labs ceased to exist as an independent entity post-acquisition, its technology and team became embedded in Twitter's advertising and analytics infrastructure, influencing how the platform monetizes engagement data to this day.