Microsoft Buys Ciao

a $486m logo?

Ciao: a $486m logo?

So – our friends over at Microsoft have gone a splurged nearly half a billion on Ciao. Well, OK, not just Ciao – they bought the site’s owners, marketing research firm Greenfield Online apparant just so they could grab Ciao. Wow.

Dear old Brand Republic compare Ciao to shopping comparison engines like Kelkoo, Froogle (oops, I mean the ridiculously re-named ‘Google Product Search’), Shopping.com and PriceGrabber.

But they do Ciao a disservice: the magic lies in combining price comparison with product reviews from (gasp) real people, adding (for AdViking at least) some real value other than just hogging the search results on Google. Is that, AdViking wonders, where Microsoft see the value?

There are some other players around in this industry (ReviewCentre springs to mind) who must be raising an eyebrow or two. Good luck to them!

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