View all newsletters
Receive our newsletter - data, insights and analysis delivered to you
  1. Technology
  2. Software
June 19, 2012

Facebook buys

The social network giant has bought facial recognition service for a rumoured $60m.

By Tineka Smith homepage is an Israeli startup and its facial recognition technology has already been used by Facebook.

The company was established in 2009 but according to Israeli news publication Calcalist, it has only received $5.3m in funding.

Rumours about the acquisition began last month, just over a week after Facebook’s lacklustre IPO performance.

The social network has been on shopping spree of mobile and photo centred acquisitions since the beginning of the year in efforts to strengthen its weak mobile platform. Facebook bought photo sharing mobile app Instagram for a whopping $1bn along with another photo app called Lightbox before launching its own photo app, ‘Camera’.

Acquiring facial recognition technology could enhance Facebook’s mobile platform offering and increase interaction on its site.
Members would be able to upload photos on their phone and receive tagging and identification suggestions for their friends when using Facebook mobile applications.

The acquisition announcement comes a year after Facebook sparked anger amongst its user when the site used somewhat similar facial recognition technology without informing its users first. The company updated its privacy settings to include information about the feature and users are able to disable it.

Content from our partners
Rethinking cloud: challenging assumptions, learning lessons
DTX Manchester welcomes leading tech talent from across the region and beyond
The hidden complexities of deploying AI in your business

"Our mission is and has always been to find new and exciting ways to make face recognition a fun, engaging part of people’s lives, and incorporate remarkable technology into everyday consumer products," Gil Hirsh, founder of, said on their blog about the acquisition."We love building products, and like our friends at Facebook, we think that mobile is a critical part of people’s lives as they both create and consume content, and share content with their social graph."

Please follow this author on Twitter @Tineka_S or comment below.

Websites in our network
Select and enter your corporate email address Tech Monitor's research, insight and analysis examines the frontiers of digital transformation to help tech leaders navigate the future. Our Changelog newsletter delivers our best work to your inbox every week.
  • CIO
  • CTO
  • CISO
  • CSO
  • CFO
  • CDO
  • CEO
  • Architect Founder
  • MD
  • Director
  • Manager
  • Other
Visit our privacy policy for more information about our services, how Progressive Media Investments may use, process and share your personal data, including information on your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.