Fireside Chat: Google and Twitter Merger Inevitable

Speculations about Google acquiring Twitter are not new anymore but after an unnamed executive close to both companies declares it could happen, or should be happening soon, the theory gets a new life and spreads like wildfire.

Hundreds of social media executives made an appearance at the Engage 2015 conference, hosted by Socialbakers, in Prague last week. Business Insider's Jim Edwards relates how during a private discussion on the sidelines, the topic of possible Google- Twitter tie was brought up. An executive who is reportedly familiar with both companies claimed that there is a great possibility of Google acquiring Twitter.

Twitter recently made a deal with Google that enables the tweets to be displayed in the Google search results. This will allow the search results to be more news than merely tweets and at the same time, allows Google users to buy ads on Twitter through that platform.

This kind of sweet deals allow both companies to have intimate access to how each company operates, that then fan the fire of speculations that something more serious, like a buyout or a merger, will eventually turn out.

The unnamed executive even identified the impact of the upcoming major news events, like the US presidential election and EU referendum in the UK, which could emphasize the utility of Twitter's assertion to seek deal with Google Incorporated.

It is known that Twitter has become the most preferred social network when it comes to breaking news. With the United States presidential election and the European Union referendum in the United Kingdom approaching, Google needs Twitter, more than ever, to take advantage of Twitter's timeline to add real-time element to search.

Twitter on the hand, has its own problem growing up its user base, which seems to have reached its peak already at around 300 million monthly average users, and a revenue expectations coming in lower than expected.