An increasing number of important people believe Google should acquire Twitter

Larry page dick costoloAP / Getty Images / Justin SullivanTwitter CEO Dick Costolo and Google founder Larry Page.

Last month, we told you some gossip that was making the rounds at the big Engage 2015 social media conference in Prague. The theory is that Twitter’s new deal with Google — in which advertisers are now able to buy ads on Twitter through Google’s Doubleclick buying system and Google will display real-time tweets as search results — is a test-run so that Google can see if Twitter is worth acquiring.

Since then, the drumbeat for this theory has gotten louder:

Whether this all adds up to actual pressure on Google or Twitter to do a “Twoogle” deal is a whole separate question, of course. Google doesn’t need Twitter from a financial point of view (although full access to tweets would help its search engine’s quest for relevancy). And Twitter doesn’t need to be owned by Google, it can survive just fine on its own.

Two of the seven members of Twitter’s board are founders of the company and another is CEO Dick Costolo. These guys doubtless favour their company’s independence.

So don’t hold your breathe. But still… it’s surprising how quickly this theory has grown legs.

Disclaimer: The author owns Twitter stock.

NOW WATCH: Here’s how much you have to buy to make Amazon Prime worth it

NOW WATCH: Tech Insider videos

Want to read a more in-depth view on the trends influencing Australian business and the global economy? BI / Research is designed to help executives and industry leaders understand the major challenges and opportunities for industry, technology, strategy and the economy in the future. Sign up for free at