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	<title>BoomTown &#187; Participate Media</title>
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		  <title>All Things Digital</title>
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		<title>Day 59: Yahoo Buys BuzzTracker</title>
		<link>http://kara.allthingsd.com/20070914/day-59-yahoo-buys-buzztracker/</link>
		<comments>http://kara.allthingsd.com/20070914/day-59-yahoo-buys-buzztracker/#comments</comments>
		<pubDate>Fri, 14 Sep 2007 07:23:01 +0000</pubDate>
		<dc:creator>Kara Swisher</dc:creator>
				<category><![CDATA[BoomTown]]></category>
		<category><![CDATA[Internet]]></category>
		<category><![CDATA[Kara Swisher]]></category>
		<category><![CDATA[Yahoo]]></category>
		<category><![CDATA[digital]]></category>
		<category><![CDATA[aggregation]]></category>
		<category><![CDATA[Alan Warms]]></category>
		<category><![CDATA[BuzzTracker]]></category>
		<category><![CDATA[Jerry Yang]]></category>
		<category><![CDATA[Participate Media]]></category>
		<category><![CDATA[Scott Moore]]></category>
		<category><![CDATA[Sphere]]></category>

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		<description><![CDATA[Now, we&#8217;re cooking with some gas over at Yahoo, closing in on the two-thirds point of Jerry Yang&#8217;s declared 100-day March to Happiness.

Today, the Internet giant will announce the purchase of a clever Web site called BuzzTracker, which uses a combination of editorial selection and complex algorithms to aggregate content from all over the Web, [...]]]></description>
			<content:encoded><![CDATA[<p>Now, we&#8217;re cooking with some gas over at Yahoo, closing in on the two-thirds point of Jerry Yang&#8217;s declared 100-day March to Happiness.</p>
<p><img src='http://kara.allthingsd.com/files/2007/09/logo2.gif' alt='buzztracker' /></p>
<p>Today, <a href="http://digitaldaily.allthingsd.com/?p=913&#038;preview=true">the Internet giant will announce the purchase</a> of a clever Web site called <a href="http://www.buzztracker.com/">BuzzTracker</a>, which uses a combination of editorial selection and complex algorithms to aggregate content from all over the Web, allowing users to delve deeply into specific topics. </p>
<p>For those techies, it is not unlike the very fine <a href="http://www.techmeme.com">TechMeme</a>, which essentially has its digital thumb on the pulse of tech news and is a big traffic driver in the sector. </p>
<p>While Yahoo did not disclose the price it paid for BuzzTracker, sources close to the company said it bought the site&#8211;which is wholly owned by Chicago-based <a href="http://www.participatemedia.com/">Participate Media</a>&#8211;for about $5 million. </p>
<p>Earlier this week, Yahoo&#8217;s European head Toby Coppel struck an interesting <a href="http://kara.allthingsd.com/20070912/yahoo-and-bebo-get-cozy-but-just-in-uk-and-ireland-for-now/">ad and search deal with social-networking site Bebo</a>. And last week, <a href="http://kara.allthingsd.com/20070905/day-50-yahoo-takes-a-300-million-little-blue-pill-that-could-make-consumers-even-more-paranoid/">Yahoo bought behavorial ad-serving network BlueLithium</a> for $300 million.</p>
<p>So it looks likes the lights might be on over there at Yahoo, which has been struggling to reinvigorate itself of late and by necessity under Yang&#8217;s leadership.</p>
<p>Back to BuzzTracker: Using its own technology, BuzzTracker creates &#8220;custom content feeds&#8221; automatically that aggregate news, blogs, reviews, discussions, video and audio. But to add a level of quality, it handpicks the 90,000 online content sources it uses.</p>
<p>Its motto is: &#8220;All the News the Buzz Approves.&#8221;</p>
<p>As BuzzTracker explains on its site: &#8220;Our goal has been to launch a news site that leverages the power of the &#8216;head of the long tail&#8217; of the blogosphere to automatically generate news pages for a multitude of topics, both broad and narrow.&#8221;</p>
<p>To determine relevance of an item, for example, it looks at a range of elements, such as what the most blogged-about story for a particular topic is.</p>
<p>Yahoo had looked at other better-known competitors in the space, said sources, such as the San Francisco-based Sphere (which we use on this site for such content aggregation).</p>
<p>But those trendier (and more popular) start-ups apparently had too lofty valuations.</p>
<p>In an interview, Yahoo Media Group exec Scott Moore said he had connected with Participate&#8217;s founder and CEO Alan Warms, in fact, at our <a href="http://d5.allthingsd.com"><strong>D5</strong></a> conference in late May. (Another coincidence: I covered one of the early start-ups at which Warms was a senior exec called Freeloader, based in D.C., for the Washington Post.)</p>
<p>Moore said he had been looking around for such automated-news and content-discovery functionality, in order to augment the efforts of Yahoo&#8217;s 60-person news team.</p>
<p>&#8220;We want to connect our users to as much information as possible, anything from Britney Spears to the Santa Monica City Council meeting notes,&#8221; he said. &#8220;We love BuzzTracker&#8217;s usefulness, because if you&#8217;re interested enough, you might want related content we might not be publishing and hosting.&#8221;</p>
<p>The purchase is clearly part of Yahoo&#8217;s renewed efforts to link to more third-party content, rather than pointing at its own owned-and-operated properties.</p>
<p>As part of the deal, Warms will become vice president and general manager of Yahoo News, which Moore said currently has an audience of 36 million unique visitors a month.</p>
<p>Participate has said on its Web site that it will soon include user-review and discussion sites to layer over the aggregation at BuzzTracker, much like what happens on the popular Digg service.</p>
<p>According to sources at Yahoo, the company has already built a Digg competitor, but has not launched it yet. It is not clear if that effort would be integrated into BuzzTracker or not.</p>
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