Google snaps up Urchin
31 March 2005
Search engine Google has announced that it has purchased web analytics system developer Urchin Software.
Urchin's technology is used by over one million sites worldwide, including NBC, Procter & Gamble, NASA, AT&T and other major organisations.
Google's acquisition of Urchin is rumoured to be worth $30 million and is seen by some net experts as a response to MSN's AdCenter announcement. The purchase is also expected to lead to the improvement of Google's contextual product AdSense.
Urchin's software is used by website operators to provide data on user experience and allow the optimisation of content and web marketing and Google plans to make Urchin's tools available to website owners and marketers to help them increase their advertising return on investment and make their websites more effective.
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