Auction site eBay is reportedly close to concluding a deal to buy StumbleUpon, a browsing application which helps users discover new sites.
The Wall Street Journal reports that the deal will be worth around $75m (£37.6m), though completion may take a few weeks yet. A similar rumour was reported back in April.
StumbleUpon, which is mainly known for its browsing application, which uses a blend of algorithm and user input to send users to recommended sites. It recently applied this method to video search.
StumbleUpon claims on its site that it has 2.3m users, and its traffic has seen a sharp rise over the last few months:
StumbleUpon was founded in 2001, and was self-funded until last year, when $1.5m (£753,000) was invested by Google director Ram Shriram, angel investor Ron Conway, and others.
Earlier this year, eBay acquired online ticket reseller StubHub.
Graham Charlton is Editor at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+.
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