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From the News Desk
Wednesday, 16. April 2008
AOL Takes Control of Context Search Company
In a move to boost its advertising programs, AOL has acquired contextual-search tool provider Sphere Source. Before snapping up Sphere this week for an estimated USD 25 million, AOL had partnered with the Silicon Valley start-up anyway, using the company's widget-driven content search service for creating links from AOLnews.com and myAOL.com.
Founded in 2005, Sphere uses contextual-search platform technology to make connections between content from blogs, video, media, photos and advertisements. The results are displayed in a pop-over window or an integrated widget that allows publishers to enhance articles by incorporating related articles and blog posts from archived content and across the Web.
Outside of its content search technology, Sphere offers a third-party network billed as containing more than 50,000 bloggers and other content publishers, who generate more than 2 billion article pages on the Web each month. Content providers using its technology include CNN, The Wall Street Journal, CBS and Reuters.
For AOL, the acquisition is part of a plan to break out of its original access-provider niche and add a range of content and services from across the Internet. Last month, in an unexpected move, AOL announced it has acquired Bebo, one of the most popular social networking sites Europe. AOL agreed to pay for its recent acquisition USD 850 million in cash.
Largely as a result of these earlier acquisitions, AOL seems to be making faster progress in industry rankings on the advertising side than anywhere else.
Founded in 2005, Sphere uses contextual-search platform technology to make connections between content from blogs, video, media, photos and advertisements. The results are displayed in a pop-over window or an integrated widget that allows publishers to enhance articles by incorporating related articles and blog posts from archived content and across the Web.
Outside of its content search technology, Sphere offers a third-party network billed as containing more than 50,000 bloggers and other content publishers, who generate more than 2 billion article pages on the Web each month. Content providers using its technology include CNN, The Wall Street Journal, CBS and Reuters.
For AOL, the acquisition is part of a plan to break out of its original access-provider niche and add a range of content and services from across the Internet. Last month, in an unexpected move, AOL announced it has acquired Bebo, one of the most popular social networking sites Europe. AOL agreed to pay for its recent acquisition USD 850 million in cash.
Largely as a result of these earlier acquisitions, AOL seems to be making faster progress in industry rankings on the advertising side than anywhere else.
