Today in APIs: Persona Launches Identity-Parsing Twitter App

Persona launches app to help followers focus on different identities. Jawbone seeks funds, launches API to open Platform as Apple starts its own foray into health tracking. Plus: Reverb announces Swagger 2.0, and cloud printing service Lob to use $7m in funds for building APIs.

Persona Helps Twitter Followers Narrow What They Follow

You follow people on twitter because they are interesting or have information pertinent to your profession. But almost everyone also tweets outside of what interests you. How can you just get the tweets that you find relevant and block the rest out of your twitter Feed? Now, a machine-learning app called Persona takes the twitter feed and lets you follow the side of people you're interested in and ignore the rest.


Josh Constine explains in TechCrunch, Persona grew out of their Disrupt conference:

Persona will automatically scan the words used in your tweets and assign them to three streams on your Persona page: personal, professional, or social. Alternatively, you can add custom labels to these dimensions of your identity and tag your tweets into them, which also teaches Persona’s algorithm. If you want to check out the different version of someone else’s Twitter stream, they don’t need to have signed up. Persona will run its Machine Learning algorithm on their profile and do the categorization for them.

Built by Mani Doraisamy, CEO of Guesswork, he and his team worked with Twitter to avoid API limit calls. While the experience will be used to improve Guesswork, there are no current plans to monetize Persona.

Jawbone's Mission to Raise Funds, Release API, Compete w/Apple

Can Jawbone avoid becoming Apple's roadkill? As Apple moves into the health and fitness monitoring business, that becomes an important question. As Kara Swisher reports in re/code, the company is launching an API to expand its platform use and raising money--a lot of money.

Jawbone will allow device makers to make their own products that communicate directly with the Up system via an open protocol, without being required to make a companion app.

The company is looking to raise $250 million, valuing it at $3.3 billion. Will it succeed in creating a platform that gathers data from many devices? Some big guns in the VC world are betting on it: Andreessen Horowitz, J.P. Morgan’s Digital Growth Fund, Kleiner Perkins, Khosla Ventures and Sequoia Capital. Presumably this will entail some kind of side step move, providing services that augment or build on what Apple is doing, rather than compete with it. Health is becoming an exciting digital space. It will be interesting to see what the company has up its sleeve. Let's hope it isn't a watch.

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