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Portal software provider Vignette has announced the acquisition of NY-based Vidavee today. Vidavee provides video hosting and monetization for Web publishers. Vignette will pay approximately $6.6 million in cash for all outstanding shares of Vidavee.
Vidavee has an interesting ad technology which they note, "leverages heat maps to help organizations analyze viewer interaction and enable these companies to improve impressions and drive additional revenues by taking the most popular sections of a video stream and dynamically inserting advertising and other rich content."
It looks like Vignette is moving past the typical portal software for large enterprises and to a more forward-looking company. I haven’t used Vignette’s tools in about 18 months but back then they were pretty rigid and not flexible. Perhaps they are seeing the success that companies like Ning and KickApps are having in the white label social networking space.