Another sign that Yahoo thinks it can buy its way to the hearts and eyeballs of the netigentsia comes today, as Yahoo buys stalkerati tool MyBlogLog. We already knew that this was coming, but we’ve finally confirmed it.
Ok, so that’s all good and well — I’m impressed at how quickly this thing grew and then got snarfed up (in fact, I was checking out its impressive traffic today) — but what concerns me is that this kind of purchase underscores my thesis about Google’s Identity Mousetrap, but this time in the Yahoo neighborhood. Interestingly, in conversations with my Yahoo friends, they’ll said that their BBAuth system should have been reconsidered given the advances of OpenID… and yet, “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.” (emphasis mine)
Ok, well, that’s business.
But, the language Horowitz continues to use also seems to threaten Technorati:
This closes the loop between readers and publishers, he said.
Every publisher wants to know his readers, and the readers want to find out about each other. It’s the power of implicit networking.
Which, if you’re a blogger and watch your Technorati stats, you can see that there are interesting parallels here.
The biggest thing in blog search is ego search – my name, the web sites I love, says Rafer, who will work for Horowitz, promoting his service to Yahoo’s many properties.
People search Google and Wikipedia for information; with blogs, people look for cool things and serendipity.
So what’s curious (that I don’t have much insight on) is what this means for Technorati, who now supports OpenID, both as a provider and consumer, and Yahoo, who seems interested in the 33,000 MyBlogLog users and getting them to switch to Yahoo logins, but who doesn’t yet have its own blog search to cater to that audience. I mean, it makes sense, it’s just a bit… odd. Is it really worth $10M?