Tuesday, May 8, 2007

EBay Seeks to Add StumbleUpon to Portfolio

EBay Inc. is in advanced talks to acquire StumbleUpon Inc., an Internet company that helps people discover Web pages that match their interests, according to people familiar with the matter.

StumbleUpon, founded in 2001 in Calgary, Canada, lets Internet surfers flag interesting Web pages and recommends those to others based on their interests. The company in April launched a feature called StumbleThru, which lets users "stumble" within specific sites such as Flickr, MySpace, Wikipedia and YouTube to share opinions on the quality of articles, pages, photos and so on. That feature could be especially useful for eBay, by letting it make personalized recommendations of auction pages for, say, clothing or electronics -- which could in turn encourage visitors to buy more items on eBay.