Blog search engine Technorati Thursday announced that is has acquired Personal Bee, which operates a Web site that customizes news and entertainment content submitted by users for communities of interest around the topics.
Terms of the deal, which is the first acquisition for five-year-old Technorati, were not disclosed.
David Sifry, founder and CEO of Technorati, said the acquisition will help the company in its effort to improve user understanding of the "real-time Web," or content that is constantly built by millions of people interacting with blogs, videos, podcasts and photos.
"With the addition of the Personal Bee technology, we are creating tools to facilitate the growth of this live Web, the conversational part of the Internet that is dynamic, rather than static," he added.
The Personal Bee site allows users to publish or manage sites around topical areas; it lets users create collections of stories from the Web, publish them and build communities of interest around them.
Technorati tracks more than 72 million blogs and 230 million tagged objects in real time from across the Web, the company said.
The combination of the two companies will make it easier for Technorati's clients to market their products and brands by creating new forms of conversational advertising with consumers and building interactive advertisements that can invite feedback from customers, the company said.
Ted Shelton, founder and CEO of Personal Bee, has joined Technorati as vice president of business development and will lead the effort to integrate the Personal Bee tools into Technorati's products.