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YouTube founders snap up social analytics app provider

11th May 2011
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YouTube founders Chad Hurley and Steven Chen have bought social analytics application provider Tap11 to add to their recent purchase from Yahoo! of social bookmarking service, Delicious.
The acquisitions will be integrated and housed in start-up firm, Avos, which is based in San Mateo, California. Hurley explained the rationale behind the move: "Our vision is to create the world’s best platform for users to save, share and discover new content. With the acquisition of Tap11, we will be able to provide consumer and enterprise users with powerful tools to publish and analyse their links’ impact in real-time."
Adam Zbar, Tap11’s chief executive, who will become Avos’ head of business operations and strategy, said there was currently a "massive loss of marketing intelligence" from the social web, even though more than one billion consumers used it, because there were "no good tools to systematically archive and analyse this data".
As a result, said Braxton Woodham, Tap11’s chief technology officer, who will become Avos’ head of engineering, the aim was to use the firm’s ‘Volume’ algorithm to measure the impact of content that was consumed and shared across this social web.
"In combination with, we will be able to provide consumers and publishers with deep relevant insights and recommendations," he added.
Tap11 enables marketers to publish and analyse social content from a single dashboard so that they can monitor and measure the impact of their campaigns, with the aim of boosting return on investment.

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