Now you see it, now you don’t: IntoNow, a TV check-in platform that launched in January, already found a buyer in Yahoo!, which announced the acquisition Monday.
Financial terms were not disclosed, but GigaOM reported that the purchase price was between $17 million and $30 million, likely more than $20 million, while AllThingsD pegged the price at about $15 million in cash, $2 million in stock, and performance-based retention elements potentially adding another $5 million.
Prior to its launch, IntoNow indexed more than five years of U.S. television programming to form its database, giving it the ability to identify airing, episode, and time within the episode, as well as adding program information and links.
Yahoo! said it will use the IntoNow technology across its network on all screens and platforms, enabling users to find new shows, discuss favorites, and take advantage of recommendations. IntoNow is already integrated with Facebook, Twitter, iTunes, and Netflix. TechCrunch added that Yahoo! technology will enable IntoNow to expand into the Android and iPad platforms.
AdAge.com reported that IntoNow CEO Adam Cahan and the company’s staff of seven will remain with Yahoo!, adding that Pepsi used the company’s technology last week in a promotion that offered coupons to users who tagged the new video ad for Pepsi Max.
Multichannel News added that IntoNow is in a partnership to promote MTV’s new shows.
And Silicon Alley Insider gave the deal a thumbs-up from Yahoo!’s perspective, calling it cheap, fast, and strategic.
Yahoo! senior vice president of product management and product marketing Bill Shaughnessy said:
Relying on social channels as a means for discovering content — whether it’s on a PC, mobile device, or TV — is rapidly on the rise. IntoNow’s technology combines the ability to check in to what a consumer is watching, engage in conversations, and find related content. The IntoNow application the team has built clearly demonstrates the opportunities the technology presents across Yahoo!’s network, especially in regards to our video content, search, mobile, and Connected TV experiences. We are excited to have the IntoNow team join Yahoo! as we continue to build out these experiences.
IntoNow has built a unique way for people to engage with each other around the content they enjoy. Companion applications and devices are changing the way we interact with TV in significant ways. The IntoNow team is excited to be joining Yahoo! to help create new consumer experiences and to be part of Yahoo!’s global scale and reach.