Google Acquires Apture

    November 10, 2011
    Chris Crum

Google’s acquisition spree continues. This time it’s Apture, a provider of in-page search technology.

A Google spokesperson tells WebProNews, “We were impressed by the Apture team’s approach to enhancing the web browser experience, and we think their expertise will complement the Chrome team’s efforts in this area.”

Here’s the how the company describes itself:

Apture provides instantaneous access to information with its award-winning in-page search technology. Its products let readers immediately find and browse the best content from across the web – in one window. By transforming flat web pages into connected multimedia experiences, readers can fluidly dive into related information so they can see, hear, and truly experience the ideas on the page. Apture’s in-page search window keeps readers engaged on the site, increasing revenue opportunities for publishers. Apture’s customers include the New York Times, Inc., Financial Times, Reader’s Digest and many more.

A message at says:

Apture is Joining Google!

Since 2007, all of us here at Apture have worked hard to add new dimensions to the web. We’ve always believed that by transforming flat web pages into interactive multimedia experiences, we could enable readers to see, hear and truly experience the ideas on the page.

After enhancing more than a billion pages with our products, we think now is the best time to expand our efforts with another team just down the road that shares our vision of making the web better. :) That’s right — we’ve been acquired by Google and will be joining the Chrome team to continue driving innovation and creating a better user experience on the web. The modern web is an amazing platform, so stay tuned for even more enhancements to your Chrome browsing experience.

The Apture Team

I guess we can expect some interesting things from Chrome in the near future.


Chris Crum
Chris Crum has been a part of the WebProNews team and the iEntry Network of B2B Publications since 2003. Follow Chris on Twitter, on StumbleUpon, on Pinterest and/or on Google: +Chris Crum.