BuzzLogic Bulks Up Influence-Tracking Tech With Activeweave Acquisition

screengrabBuzzLogic 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.

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