The meat of the matter

BuzzLogic has announced intentions to purchase Activeweave.

Activeweave's BlogRovR, a browser plugin, analyzes the sites a user visits, then delivers links to related stories written by top bloggers. This technology will help improve BuzzLogic's Conversation Targeting system, which identifies sites that publish stories about topics pertinent to an ad campaign, then targets accordingly.

The acquisition of Activeweave may also enable BuzzLogic to create a proprietary ad network. Currently, the firm purchases inventory from third-party vendors like Google.