UK news and information group Reuters is to use technology developed by California-based start-up Attributor to trace and monitor use of its content across the Internet.
California-based Attributor, which was founded in 2005, provides Web-wide content monitoring and analysis for online content. The platform enables publishers to track content online, understand how it is being used and profit from its distribution.
Attributor says it will "fingerprint" original Reuters' content and continuously monitor billions of pages on the Web. This will provide real time usage analysis as the content is distributed across the Internet.
"Attributor's technology gives us the critical business intelligence to pursue new opportunities for licensing and use of original content," says Ric Camacho, VP, digital syndication at Reuters. "This agreement is part of Reuters strategy of innovation as we continue to develop next-generation digital news syndication."
Jim Brock, Attributor's CEO, says social media and self-publishing are driving content to be "cut and pasted" all over the Web and the agreement with Reuters "underscores the need for publishers to have visibility into how and where their content moves across the Internet".
The new contract with Reuters follow a similar deal with Associated Press (AP) signed in May this year.
News of the alliance with Attributor follows the establishment of a new Reuters division dedicated to search and content, following its acquistion of Massachusetts-based ClearForest earlier this year. The new unit is headed by former AOL search executive Gerry Campbell.
Reuters is also looking to launch a an online community network similar to MySpace.com, according to a Wall Street Journal report.
Dubbed Reuters Space, the service would enable analysts and investors build home pages with their own details, investments etc. Trading desks could also use the community to distribute notes and traders could use the system to comment on market events occuring throughout the day, says the report.