Rumors of Google purchasing Twitter have been floating around for years, but there is new evidence that it might actually happen this time. Everyone knows that Twitter has been performing poorly in the stock market, and other areas, recently. It is also well-known that Twitter is very open to the idea of a buyout, with a variety of different companies showing tentative interest.
According to a report from Bloomberg, Alphabet (the parent company of Google) has hired Lazard Ltd. To evaluate the pros and cons of a Twitter purchase. Lazard is a company that offers this type of consultant service to see whether or not a particular acquisition makes sense in a given situation. Lazard was the company that Google used to look into their purchase of Apigee earlier this year. Google made that purchase for $625 million, which is likely far less than what they would have to pay for Twitter.
Just from an outside perspective, the purchase does seem to make sense for Google. Google has been trying to gain traction in the social media world for years, and has failed each time. While Google+ is still technically in service, it never gained the popularity that they were hoping for, and is nothing compared to Facebook (Google’s main competition).
Purchasing Twitter would instantly give Google a hugely popular social network platform. While Twitter is quite different than Facebook, they are in the same category, which is just what Google would want. Of course, Twitter does have a number of challenges, but given Google’s seemingly endless supply of resources, they are not insurmountable.
This purchase would obviously have a significant impact on marketers. Google would almost certainly allow Twitter advertisers to use their Google ads platform to manage the advertising, which would make things much easier for everyone involved.