EcommerceBytes-NewsFlash, Number 2185 - December 21, 2009     3 of 3

Etsy Acquires Adtuitive, Says No Plans for 'AdWords' Program

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Etsy has acquired Adtuitive, a contextual advertising service that matches retailers' inventory with content sites. Adtuitive used to advertise itself as a service that automatically scanned retail clients' product catalogs and generated ads with prices and thumbnails for placement on publisher sites. Ads were automatically generated from the most current product inventory, with no integration required, and included deep links directly to product landing pages.

A log-in page containing no information about the company or its services now greets visitors to the Adtuitive website.

Esty spokesperson Adam Brown said the acquisition is "not going to be a plug-and-play situation." The five members of the Adtuitive team are joining Etsy, and Mr. Brown said they possess a set of skills that will be applied to improve Etsy's search functionality and the Showcase, Etsy's internal advertising system. Brown said Etsy does not have plans to create a program like Google AdWords.

According to the Etsy blog post introducing the five "crafty coders," their technical expertise is in algorithmic search, machine learning and data interpretation, and advertising infrastructure. "In other words, five really smart guys who can help Etsy accelerate progress towards our longer-term goals."


About the author:

Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com.


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