Twitter said on Tuesday it has agreed to acquire advertising analytics company Bluefin Labs. Terms of the deal were not disclosed.

Bluefin Labs provides data products to brand advertisers, agencies, and TV networks.

Twitter Chief Operating Officer Ali Rowghani said in a blog post that Bluefin's data science capabilities and social TV expertise would help Twitter create "innovative new ad products and consumer experiences in the exciting intersection of Twitter and TV."

This acquisition builds on Twitter's exclusive partnership with Nielsen announced in December to develop the Nielsen Twitter TV Rating, the centerpiece of social TV measurement based on Nielsen's SocialGuide platform. The company plans to collaborate with Nielsen and SocialGuide on product development and research to help brands, agencies, and networks fully understand the combined value of Twitter and TV.

Twitter will not continue to sell Bluefin's product suite beyond the existing contracts.