BuzzLogic Acquires Activeweave, Maker of BlogRovr

Web buzz tracking service BuzzLogic has announced the acquisition of Activeweave today. When I interviewed BuzzLogic, I called them the corporate Technorati (that actually works). They explain the BuzzLogic service as: BuzzLogic changes this dynamic (influence) by uniquely defining and measuring influence in social media, and by surfacing the key influencers who are shaping and defining markets, issues and reputations.

Today they are acquiring Activeweave, makers of BlogRovr which is a browser plugin that helps to identify posts you might be interested in based on your interests. I spoke with the new team last week regarding the acquisition and while they couldn’t share the acquisition price, they did explain that the combined company will target, "conversational marketing." The plugin has 80,000 active users and 200,000 blogs (we are one) are in the BlogRovr network.

The latest tool from BuzzLogic is conversational advertising — that is helping companies to put advertising right where the conversation is using Google AdWords and other ad networks. We wrote about this advertising option late last year and said it’s a game changer. With the Activeweave acquisition, this program should expand into even more blogs and verticals.

Both companies are based in San Francisco and the new company has 27 employees.

Update: Marshall Kirkpatrick at ReadWriteWeb has a lengthy look into DataPortability regarding the BlogRovr service.