Technorati has purchased media aggregation firm PersonalBee as part of its plan to expand branding capabilities, reports ClickZ.

The PersonalBee services will allow Technorati to build out its Conversation Marketing System, which allows Technorati search results to be integrated into branding products.

PersonalBee's system allows marketers to create a portal consisting of related web content that is dynamically refreshed and updated. Technorati will also create a dynamically updated ad unit that can be put on pages created through the new system.

Paramount Vantage used the Conversation Marketing System tool last year to feed relevant blog posts to the official site of Al Gore's documentary An Inconvenient Truth.