Yahoo! Snaps Up Mybloglog.com

The Internet portal has purchased Mybloglog.com, an Orlando, Fla.-based website that enables readers of web pages to leave information about themselves, building a social network among fans of such things as News Corp’s MySpace pages, commercial web publications, or personal weblogs, or blogs. Mybloglog also looks at reader behavior inside blogs, like what is being read and where readers go next, delivering information it can sell to web advertisers.

Yahoo is not saying what it paid for Mybloglog, but knowledgeable sources said it cost a little over $10 million for the company, which first offered the service in July. Bradley Horowitz, vice president of product strategy at Yahoo, said Mybloglog will likely remain branded as a separate entity, but Yahoo users will be able to register on it with their Yahoo password. The reader communities will soon be able to access Yahoo services, like the Flickr photo site or the Yahoo Answers information service, to their groups.