New Media Technology News
New Media Technology News

Flipboard Acquires Ellerdale to Boost Content Relevancy in New Social Magazine

Flipboard today announced it has acquired Ellerdale, the real-time Web intelligence company. The acquisition concurs with the launch of Flipboard, a social magazine designed for iPad, which provides a faster and more visually engaging way to discover, view and share content from social networks such as Facebook and Twitter.

Ellerdale, founded in 2008, has developed a Web Intelligence technology that applies semantic analysis to large, real-time data streams to extract relevant and valuable information. To date, Ellerdale has indexed over 6 billion messages from around the social Web and currently processes nearly 70 million messages per day. This technology and data set will be become the relevancy engine for the next release of Flipboard, enhancing the reader?s experience by always surfacing the most important and personally interesting information from Facebook, Twitter and other social networks. Designed from the ground up for iPad, Flipboard creates a magazine out of a user?s social content. With Ellerdale?s technology, future versions of Flipboard will be able to extract, categorize and feature highly relevant and hot trending content from across a variety of social networks. FOR IMMEDIATE RELEASE

“Ellerdale has developed an impressive solution for understanding the ever-increasing stream of social data coming at us every day,” said Mike McCue, CEO and co-founder of Flipboard. “This technology will add deep relevancy for our readers, enabling us to present social content in a way that is not only more beautiful, but also more meaningful. It?s a great combination.”

Arthur van Hoff, co-founder of Ellerdale, is joining Flipboard as the company?s new chief technology officer. Van Hoff, who played a major role in the development of the Java programming language at Sun Microsystems, and was founder of six high-tech companies, including Marimba, Strangeberry and Zing, will spearhead Flipboard’s technology strategy.

“Combining the two companies creates a situation in which one plus one equals three, bringing together Flipboard?s innovative front-end with Ellerdale?s powerful real-time relevancy engine on the back-end,” said Arthur van Hoff, co-founder of Ellerdale and Flipboard?s new chief technology officer. “Our technology will play a key role in providing readers with the content that matters most to them.”

Mike McCue and Evan Doll founded Flipboard earlier this year and received $10.5M in funding from Kleiner Perkins Caufield & Byers and Index Ventures. The founding team members come from Apple, Netflix, Tellme/Microsoft, Aardvark and Adobe. Financial terms of the deal were not disclosed.


Flipboard is the world?s first social magazine. Inspired by the beauty and ease of print media, Flipboard?s mission is to fundamentally improve how people discover, view and share content across their social networks. Start reading your magazine by downloading Flipboard at The company is based in Palo Alto, California.


Ellerdale applies Web Intelligence technology to make data more relevant and valuable. Ellerdale has developed and licenses a Web Intelligence platform optimized for large, real- time data feeds. The company was founded in 2008 by Jens Christensen and Arthur van Hoff.

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