Deal terms were not made public. The Silicon Valley-based Rover, formerly known as Flipora, employs machine learning to automatically infer a person’s interests, based on observing over a few days what she reads through its engine and what stories show up on that user’s Facebook and Twitter feeds. Revcontent also analyzes a user’s behavior on the page to determine interest and engagement.
Rover founder and CEO Jonathan Siddharth, who is joining the Revcontent team as Senior Vice President of Technology, told me that Rover content recommendation apps have over 40 million registered users, whose profiles are now brought to Revcontent.
Measured against other content categorization engines, he said that Rover’s was “five times more accurate” in choosing categories, even sub-categories, than competitors’.