Ask Jeeves Confirms Bloglines Buy

  |  February 8, 2005   |  Comments

The RSS aggregator has been working on an ad-supported model.

Search player Ask Jeeves Tuesday confirmed widespread rumors it purchased the Bloglines feed aggregator service, and says advertising is one business model it will explore as it integrates the new property.

The company didn't disclose terms of the deal to purchase Bloglines parent, Trustic, which is based in Redwood City, Calif. Bloglines, one of the most popular feed readers, is expected to remain an independent standalone brand and will continue to be free of charge to users. Neither company would reveal Bloglines' user numbers.

"Ask Jeeves is, in the main, about information retrieval," said Daniel Read, vice president of product management at Ask Jeeves. "What we see in Bloglines is another angle at looking at information retrieval. You could almost call it persistent searching. It enables you to persistently search for the type of information you're interested in."

Unlike search, in which paid listings are the norm, a clear business model has yet to emerge for RSS aggregation. Ask Jeeves itself monetizes searches via a deal with Google. Bloglines CEO Mark Fletcher, who will join Ask Jeeves as VP, previously said the company planned to incorporate text ads that were targeted based on data about users' interests. Ask Jeeves' Read wouldn't confirm the addition of advertising would be pursued under the new ownership structure, but said Fletcher's initial focus would be product enhancements already in the pipeline. Fletcher previously founded ONElist, an ad-supported email discussion list firm that was sold to Yahoo in 2000.

The first integration project will likely pair the Bloglines team and Ask Jeeves' Teoma search group. The company will also likely incorporate Bloglines into its MyJeeves personalized tool.

"We want to create a much more compelling blog search service," said Read. "Blogines gives us access to a very interesting and useful set of data to help build and continue to build great search products."

The Bloglines acquisition is the latest since Ask Jeeves went on an acquisition spree in 2004, buying desktop search player Tukaroo and spending $343 million to purchase Interactive Search Holdings. Both have been used as vehicles to increase search volume on Ask Jeeves, and also to provide a distribution method for advertising.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Pamela Parker

Pamela Parker is a former managing editor of ClickZ News, Features, and Experts. She's been covering interactive advertising and marketing since the boom days of 1999, chronicling the dot-com crash and the subsequent rise of the medium. Before working at ClickZ, Parker was associate editor at @NY, a pioneering Web site and e-mail newsletter covering New York new media start-ups. Parker received a master's degree in journalism, with a concentration in new media, from Columbia University's Graduate School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

Jobs

    • Interactive Product Manager
      Interactive Product Manager (Western Governors University) - Salt Lake CityWestern Governors University, one of the 20 largest universities...
    • SEO Senior Analyst
      SEO Senior Analyst (University of Phoenix (Apollo Education Group)) - San FranciscoSEO Senior Analyst   Position Summary...
    • SEM & Biddable Media Manager
      SEM & Biddable Media Manager (Kepler Group LLC) - New YorkAs an Optimization & Innovation Manager at Kepler Group, you will be on the bleeding...