Aardvark, the Social Search Engine which was formed in 2007, allows users to submit questions which are then forwarded to the user’s contacts with possible answers. It has been purchased by Google for an estimated $50 million, media reports claim.
How Aardvark Works
Users link their social networking sites such as Facebook, then type a query into the Aardvark search engine. The system then searches different friends and determines which individuals could provide the best answer and then contacts them to ask for their advice. This unique approach leverages the power of social networks to provide more personalized and relevant answers compared to traditional search engines.
For example, if a user has a question about the best local restaurants, Aardvark would identify friends who are food enthusiasts or who have recently dined out and forward the question to them. This method ensures that the answers are not only accurate but also come from trusted sources within the user’s own network.
The Acquisition by Google
San Francisco-based Aardvark co-founder Damon Horowitz has confirmed the purchase, stating, “we have signed the deal.” The deal will provide a fantastic return for investors who put the initial $6 million into the company last year. This acquisition is part of Google’s broader strategy to enhance its social search capabilities and integrate more personalized search results into its platform.
Google’s acquisition of Aardvark is seen as a strategic move to compete with other social media giants like Facebook and Twitter, which have been increasingly integrating search functionalities into their platforms. By incorporating Aardvark’s technology, Google aims to offer a more interactive and socially-driven search experience to its users.
Moreover, this acquisition highlights the growing importance of social search in the digital age. As users increasingly rely on their social networks for information and recommendations, companies like Google are recognizing the value of integrating social elements into their search algorithms. This trend is likely to continue, with more tech giants exploring ways to make search more personalized and socially connected.
The purchase of Aardvark also reflects Google’s ongoing efforts to diversify its portfolio and invest in innovative technologies. Over the years, Google has acquired numerous startups and companies to enhance its services and stay ahead in the competitive tech landscape. Aardvark’s unique approach to social search fits well with Google’s mission to organize the world’s information and make it universally accessible and useful.
Via V3
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