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Swoop Brings the Power of Search Discovery to Websites Everywhere

Integrates Relevant Information About Products and Services Directly Into Content Online Based on Consumer Intent

CAMBRIDGE, MA -- (Marketwire) -- 02/23/12 -- Swoop today announced the launch of its service, which seamlessly integrates relevant information about products and services -- at times in the form of sponsored content or advertising -- into web content. For example, a consumer reviewing a recipe will see information about ingredients on sale at their favorite store, nutritional substitution recommendations, healthy alternatives, or coupons. This information is integrated into the content and replaces the need for the consumer to break away from their current action and initiate a separate search.

"Our goal is to improve the user experience by bringing the power of online search and discovery to web content by providing information consumers would normally have to search for or in some cases might not have even known was available," said Ron Elwell, CEO of Swoop. "In turn, this increases user engagement with the site and presents an opportunity for advertisers to provide relevant and timely offers and information, seamlessly integrated into the user's web experience."

For the first vertical it is launching, Swoop will focus on helping consumers find local food offers. Swoop Local Offers presents hyperlocal content that matches a consumer's interest, or intent, as it relates to food with corresponding offers at the local market where they shop. Swoop's ability to identify a consumer's intent and interest provides advertisers the opportunity to create meaningful engagement by inviting the consumer in for a relevant and timely discussion.

"At FRWD, we are consistently looking at ways to reach our consumers in highly relevant moments," said John Grudnowski, Managing Partner FRWD whose clients include General Mills, Deluxe and 3M. "Swoop brings the power of online search discovery to the websites our consumers are engaged with on a daily basis and enables invitation-driven engagement. Swoop's service is especially valuable to us because it enhances the consumer's experience as they interact with web content and provides us with a great opportunity to express the top-line benefits of our clients' products as well as the ability to provide a call to action."

"We are always looking for innovative technologies that will improve our users' experience across our publications which include Good HouseKeeping, Woman's Day, Cosmopolitan and Redbook," said Kristine Welker, Chief Revenue Officer at Hearst. "We are excited about how Swoop can integrate with our existing content, enhance our users' experience and provide a new revenue stream -- without users ever having to leave our sites."

Formerly known as Shopximity, Swoop is backed by US Venture Partners, Valhalla Partners, and General Catalyst. The executive team has combined to found nine startups in the fields of e-commerce, web services, ad tech, on-line privacy compliance, and large web destination sites. Swoop was founded by CEO Ron Elwell, previously CEO of, the tenth largest sports site in the world; CTO, Simeon Simeonov, who was a founder of Evidon, the online advertising industry's first privacy compliance platform and Chairman John Hadl, Founder of BrandinHand, Co-Founder of Total Beauty Media and Venture Partner at USVP.

About Swoop
Swoop is a service that seamlessly integrates relevant information about products and services -- at times in the form of sponsored content or advertising -- into the content that consumers are engaged with online. Swoop is able to discover a consumer's intent and interest based on a deep understanding of the content they are engaged with, providing advertisers with the opportunity to have deep and meaningful engagement with consumers. Founded by a team with deep experience in web publishing, advertising technology and consumer marketing, Swoop is located in Cambridge, Massachusetts. Swoop is venture backed by US Venture Partners, Valhalla Partners, and General Catalyst. For more information, please visit Follow us on Facebook and Twitter.

Media Contact:
Zinnia Gill
Horn Group for Swoop
O: (646) 202-9760
E: [email protected]

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