BuzzLogic Bulks Up Influence-Tracking Tech With Activeweave Acquisition
BuzzLogic is set to acquire Activeweave, parent company of the BlogRovR blog search and aggregation application. The deal will bring Activeweave's proprietary content crawling and analysis technology under BuzzLogic's umbrella--bulking up the buzz-tracking capabilities of its Conversation Targeting platform.
BlogRovR is a browser add-on for Mozilla Firefox that allows readers to search through hundreds of blog subscriptions and RSS feeds, to find new posts and discussions about a particular topic. San Francisco-based BuzzLogic's Conversation Targeting platform scours the Web for discussions (and the bloggers behind them) that focus on a specific brand or product.
Together, the companies' products provide advertisers with a clear picture of which issues and products are drawing the attention of influential bloggers--and the ability to craft and deploy AdWords text or display ads alongside their blogs.
San Francisco-based Activeweave's CEO Marc Meyer and CTO Jean Sini will both move over to BuzzLogic, serving as senior vice president of products and CTO, respectively. Financial terms of the deal were not disclosed, but BuzzLogic will acquire all of the blog technology firm's assets. And according to BuzzLogic CEO Rob Crumpler, BlogRovR's contextual analysis tech is key to improving the efficacy of his company's Conversation Targeting offering.
"We're adding a new dimension to the factors that our algorithm uses to identify linking relationships between blog readers," Crumpler said. "BlogRovR provides a wisdom of the crowds understanding--an aggregate knowledge of where consumers are from a reading dynamic--and of how they're moving. And we can layer that knowledge to further enhance how we're identifying influence for advertisers."
Crumpler said that BlogRovR's more than 180,000 registered users should expect no interruptions or changes to their service--but that in the coming weeks and months, BuzzLogic's advertisers would begin to feel the enhancements.
Recent Online Media Daily Articles
-
Subway's Comedy Promotes Brand, Content Strategy May 21, 2:43 p.m.
Setting a new bar for brands and their programming aspirations, Subway’s scripted comedy series, "The 4 ... -
Study: Future of Social, Digital Shops In Doubt May 21, 1:48 p.m.
Companies talk a lot about fully integrated marketing strategies. One result may be the demise of ... -
Google+ Needs Android To Climb Out Of Experimental Phase May 20, 9:24 p.m.
Marketers continue to view Google+ as a fledgling network requiring experimentation, although the company released a ... -
AOL, Support.Com Settle Scareware Lawsuit For $8.5 Million May 20, 5:20 p.m.
Web company AOL and software vendor Support.com will pay $8.5 million to settle a lawsuit brought ... -
Gmail Hangouts Disable Google Voice May 20, 3:23 p.m.
Google's new version of Hangouts for Gmail eliminates Google Voice features. The move is frustrating heavy ... -
Digital Boost: Ziff Davis Acquires NetShelter May 20, 3:19 p.m.
Ziff Davis on Monday announced the acquisition of content network NetShelter from ad platform inPowered. Financial ... -
LikeableAds.com Launches, With Focus On Social Media Ads May 20, 3:04 p.m.
To keep up with growing demand from Madison Avenue, the social marketing consultants at Likeable Media ... -
Yahoo To Ramp 'Native' Ads On Tumblr May 20, 1:37 p.m.
With its $1.1 billion acquisition of Tumblr, Yahoo on Monday made clear that it plans to ... -
Gigya Improves Marketing, Adds 21 Social, Tech Partners May 20, 9:15 a.m.
Social services startup Gigya on Monday is expected to announce the addition of 21 social and ... -
Health/Wellness Shop Diversifies Into Happiness, Launches Platform To Fuel It May 20, 9:06 a.m.
The CementBloc, a spunky New York-based agency specializing in health and wellness marketing, is diversifying into ...
Be the first to comment on "BuzzLogic Bulks Up Influence-Tracking Tech With Activeweave Acquisition"
Leave a Comment