Silicon Valley Watcher - Former FT journalist Tom Foremski reporting from the intersection of technology and media

A Better Twist On Online Advertising: Buzzlogic Acquires Activeweave

Posted by Tom Foremski - April 21, 2008

Buzzlogic is an interesting company to watch. It tracks who is influential in the mediasphere, whcih can be a movable target. What is interesting is how Buzzlogic is trying to combine that with online advertising so that advertisers can target influential sites and the audience that they influence.

As part of that strategy, Buzzlogic has announced it has acquired Activeweave, which offers the browser companion application BlogRovR. (It fetches related stories while you browse.) The terms of the deal were not disclosed.

Here is more info:

The acquisition adds new dimension to how BuzzLogic’s algorithms analyze online influence, enabling the company to strengthen and grow its Conversation Targeting advertising solution. Launched in the fall of 2007, Conversation Targeting surfaces connections between influential blogs and other social media as a means of predicting where to target online ad campaigns for its customers.

BuzzLogic has acquired all Activeweave assets, retaining the leadership team of chief technology officer Jean Sini and chief executive Marc Meyer.

“The Activeweave team has built user-friendly applications that complement how we analyze Web content for influence. With the help of Activeweave’s technology, we gain insight into how people interact with the blogs they care about,” said Rob Crumpler, CEO, BuzzLogic. “This deeper understanding enhances our overall abilities to locate the best spots for our customers’ social media ad campaigns.”

Founded in 2006 and funded in part by Esther Dyson and Active Starts’ Eric Di Benedetto, Activeweave has sought to make the social Web more easily organized and meaningful for users.

Activeweave management team Jean Sini and Marc Meyer are Silicon Valley veterans. Prior to co-founding Activeweave and serving as chief technologist, Sini spent the last 15 years building large-scale platforms and managing international engineering teams at companies like Oracle and Symbol Technologies (since acquired by Motorola).

Activeweave CEO Meyer brings with him more than 23 years of experience in research and management, including his early work with the renowned Xerox Palo Alto Research Center (PARC).

Sini will board as BuzzLogic’s Chief Technology Officer. Meyer will join as BuzzLogic’s Senior Vice President of Products.

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