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Technorati was a search engine and a publisher advertising platform that served as an advertising solution for the thousands of websites in its network. Technorati launched its ad network in 2008, and at one time was one of the largest ad networks reaching more than 100 million unique visitors per month. The name Technorati was a
portmanteau A portmanteau (, ) or portmanteau word (from "portmanteau (luggage) A portmanteau is a piece of luggage Baggage or luggage consists of bags, cases, and containers which hold a travel Travel is the movement of people between distant ...

portmanteau
of the words
technology Technology ("science of craft", from Greek#REDIRECT Greek Greek may refer to: Greece Anything of, from, or related to Greece Greece ( el, Ελλάδα, , ), officially the Hellenic Republic, is a country located in Southeast Europe. I ...

technology
and literati, which invokes the notion of technological intelligence or intellectualism. In 2016,
Synacor Synacor Inc. is a technology and services company headquartered in Buffalo, New York. It provides managed portals and apps, advertising, email, authentication, and OTT video services. The company was founded in 1998 as Chek.com and changed its ...
acquired Technorati for $3 million. The company's core product was previously an
Internet The Internet (or internet) is the global system of interconnected computer networks that uses the Internet protocol suite (TCP/IP) to communicate between networks and devices. It is a ''internetworking, network of networks'' that consist ...

Internet
search engine A search engine is a software system A software system is a system of intercommunicating software component, components based on forming part of a computer system (a combination of Computer hardware, hardware and software). It "consists of a n ...
for searching
blog A blog (a truncation In mathematics and computer science, truncation is limiting the number of numerical digit, digits right of the decimal point. Truncation and floor function Truncation of positive real numbers can be done using the f ...
s. The website stopped indexing blogs and assigning authority scores in May 2014 with the launch of its new website, which is focused on online publishing and advertising.Welcome to the new Technorati
/ref> Technorati was founded by Dave Sifry, with its
headquarters Headquarters (commonly referred to as HQ) denotes the location where most, if not all, of the important functions of an organization are coordinated. In the United States, the corporate headquarters represents the entity at the center or the top ...

headquarters
in
San Francisco San Francisco (; Spanish Spanish may refer to: * Items from or related to Spain: **Spaniards, a nation and ethnic group indigenous to Spain **Spanish language **Spanish cuisine Other places * Spanish, Ontario, Canada * Spanish River (dis ...

San Francisco
,
California California is a state State may refer to: Arts, entertainment, and media Literature * ''State Magazine'', a monthly magazine published by the U.S. Department of State * The State (newspaper), ''The State'' (newspaper), a daily newspaper i ...

California
,
USA The United States of America (U.S.A. or USA), commonly known as the United States (U.S. or US) or America, is a country primarily located in North America North America is a continent entirely within the Northern Hemisphere and a ...

USA
.
Kevin Marks Kevin Marks is on the Advisory Council of the Open Rights Group, a UK-based Digital Rights campaigning organization and is an Open Web Advocate. He is one of the founders of Microformats. Marks was listed at #13 in ''The Daily Telegraph ...

Kevin Marks
was the site's Principal Engineer.
Tantek Çelik Tantek Çelik is a Turkish-American computer scientist, currently the Web standards lead at Mozilla Corporation. Çelik was previously the chief technologist at Technorati. He worked on microformats and is one of the principal editors of sever ...

Tantek Çelik
was the site's Chief Technologist. The site won the
SXSW South by Southwest, abbreviated as SXSW and colloquially referred to as South By, is an annual conglomeration of parallel film, interactive media Interactive media normally refers to products and services on digital computer-based systems ...
2006 awards for Best Technical Achievement and Best of Show. It was nominated for a 2006
Webby Award The Webby Awards are List of web awards, awards for excellence on the Internet presented annually by the International Academy of Digital Arts and Sciences, a judging body composed of over two thousand industry experts and technology innovators. ...
for Best Practices, but lost to
Flickr Flickr (pronounced "flicker") ) is an American image hosting An image hosting service allows individuals to upload images to an Internet website. The image host will then store the image onto its server, and show the individual different types ...

Flickr
and
Google Maps Google Maps is a web mapping Web most often refers to: * Spider web, a silken structure created by the animal * World Wide Web upright=1.35, A global map of the web index for countries in 2014 The World Wide Web (WWW), commonly know ...

Google Maps
.


Technology

Technorati used real-time market insights to optimize digital advertising interactions across its publisher network with the use of technology designed to help publishers get discovered by advertisers and earn more for their content.


Reception

In February 2006, Debi Jones pointed out that Technorati's "State of the
Blogosphere The blogosphere is made up of all blogs and their interconnections. The term implies that blogs exist together as a connected community (or as a collection of connected communities) or as a social networking service in which everyday authors can pub ...

Blogosphere
" postings, which then claimed to track 27.7 million blogs, did not take into account
MySpace#REDIRECT Myspace {{Redirect category shell, {{R from other capitalisation {{R from former name {{R from page move ...

MySpace
blogs, of which she said that there were 56 million. As a result, she said that the utility of Technorati as a gauge of blog popularity was questionable. However, by March 2006, Aaron Brazell pointed out that Technorati had started tracking MySpace blogs. In May 2006, Technorati teamed up with the PR agency Edelman. The deal earned a lot of criticism, both on principle and as a result of Edelman's 2006 fake blog scandals. Edelman and Technorati officially ended the deal in December 2006. That month, Oliver Reichenstein pointed out that the so-called "State of the Blogosphere" was more of a PR-tool and money maker for Edelman and Technorati than a reliable source, explaining in particular: a) why Technorati/Edelman's claim that "31% of the blogs are written in Japanese" was "bogus", and b) where the financial profit for the involved parties was in this. In May 2007, Andrew Orlowski, writing for the
tech tabloid A Tech tabloid is a type of news media that mainly concentrates on technology news: science, IT, semiconductors, telecoms and related issues, but also takes on a less formal and more humorous approach than traditional technology publications such ...
''
The Register ''The Register'' is a British technology news website co-founded in 1994 by Mike Magee, John Lettice and Ross Alderson. The online newspaper An online newspaper (or electronic news or electronic news publication) is the electronic publishi ...
'', criticized Technorati's May 2007 redesign. He suggested that Technorati had decided to focus more on returning image thumbnails rather than blog results. He also claimed that Technorati never quite worked correctly in the past and that the alleged refocus was "a tacit admission that it's given up on its original mission". In August 2008, Technorati acquired the online magazine,
Blogcritics Blogcritics is a blog network On the World Wide Web, a link farm is any group of websites that all hyperlink to other sites in the group for the purpose of increasing SEO Search engine results page, rankings. In graph theoretic terms, a link f ...
, for an undisclosed sum of money. As a result, Blogcritic's founders – publisher Eric Olsen and technical director
Phillip Winn Blogcritics is a blog network and online magazine of news and opinion. The site was founded in 2002 by Eric Olsen (writer), Eric Olsen and Phillip Winn. Blogcritics features more than 100 original articles every week, and maintains an archive of all ...
– became full-time Technorati employees. One of the first collaborative ventures of the two entities was for Blogcritics writers to begin writing descriptions of Technorati tags. In October 2008, Technorati acquired the online ad agency Adengage. Technorati CEO Richard Jalichandra wanted to use the AdEngage platform to expand Technorati Media's offering, starting with an expansion of their advertising business from higher traffic sites. The AdEngage network added a reported 12 billion monthly impression growth to the Technorati Media Network. In April 2009, Blogcritics underwent a complete site redesign and switched
content management systems A content management system (CMS) is a computer software Software is a collection of instructions Instruction or instructions may refer to: Computing * Instruction, one operation of a processor within a computer architecture instruction set * ...
. In 2009, Technorati decided to stop indexing blogs and sites in languages other than English in order to focus only on the English-language
blogosphere The blogosphere is made up of all blogs and their interconnections. The term implies that blogs exist together as a connected community (or as a collection of connected communities) or as a social networking service in which everyday authors can pub ...

blogosphere
. As a result, thousands of sites in various languages were no longer rated by the Technorati service. In 2014, Technorati stopped indexing blogs altogether, refocusing its efforts on its advertising business. In 2016,
Synacor Synacor Inc. is a technology and services company headquartered in Buffalo, New York. It provides managed portals and apps, advertising, email, authentication, and OTT video services. The company was founded in 1998 as Chek.com and changed its ...
acquired Technorati for $3 million.


References

{{Reflist


External links


Technorati Home Page

Technorati management team
official page, reference for much of the above
Giga OM's entry on the end of the Technorati-Edelman deal

Technorati's 2008 State of the Blogosphere Report
Blog search engines Online advertising