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eBay Acquires “Hyper-local” Advertising Network WHERE.com

eBay has acquired Boston-based WHERE.com, which is a “hyper-local” advertising network that gives people relevant, real-time information and deals from businesses. The company also has a popular mobile app that allows people to find personalized deals and local recommendations. Last year eBay bought local product inventory finder Milo.com.

The terms of the WHERE deal were not disclosed.

“As a first step, we plan to integrate PayPal into the WHERE mobile app to make it even easier for PayPal customers to take advantage of the local deals. As John Donahoe said at analyst day, eBay Inc. is at the forefront of a new retail landscape, which is more convenient, more accessible, more local and — and more relevant to more consumers than ever before,” said Amanda Pires, Senior Director, Global Communications, Brand, Experiential Marketing, PayPal.

As mentioned above, WHERE operates a “hyper-local” mobile ad network, which according to figures reported includes “120,000 retailers, brands and small merchants.” However many of these advertisers come from third parties and other networks, such as CityGrid and AT&T Interactive.

The WHERE app was recently redesigned to make it less a “local search” app and more a “recommendation engine.” WHERE also owns the PC site WHERE.com, which could become a major asset if developed properly. This is at least as potentially valuable to eBay as the company’s mobile app.

[Source: PayPal blog]

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