TC broke the news today that Tynt, a search interception and user behaviour data company, got a big round of funding from Panorama Capital, which is also an investor in FM. I’ve installed the Tynt service on Searchblog and I’d like to get your response. I think what the service does is quite clever and useful both to publishers and users. However, it does create new user experience for those of us who cut and paste on sites, and I’m interested if folks find the new approach worthy.
The service works like this: when you copy a snippet of text from a site with Tynt, you’ll see that Tynt appends a unique URL into the pasted text (for example, see the graphic below where I’ve copied and pasted a snippet from a Searchblog post into an email).
This URL both redirects readers back to the location from which the snippet was pasted, as well as notifies the Tynt service of the actions taken. This gives Tynt a database of user behaviour – a signal of intention – that could become quite valuable. At scale, this means Tynt can, for example, build a Digg-like view of the web – without ever having to create a Digg. It all works based on behaviour most readers do all the time anyway.
This data is also surfaced to publishers, which can help them improve their editorial and user experience, among other things.
Tynt also has a pop up service (see graphic below from TC – I have not implemented this yet and until recently the company did not disclose this service publicly) that identifies when certain cut and pasted text is likely to be a signal of search intent. This is based on examining the string of words that is copied. Short phrases – of three or less words, for example – usually means the reader is doing a search – they are cut and pasting the text into a search bar or another search browser window.
Think about that behaviour – probably something you do a lot (I certainly do). What happens? Well, you are reading a story, and come across a term or word you don’t understand, or want to research more. You highlight it, go to the search bar (or open another tab with Google in it), copy the text, paste it into Google, and find yourself on another page (the Google search page.)
Who wins in this scenario? Well, usually Google does (or whichever search engine is used). They get the search, and the probable revenue from that search (as we know, many folks click on paid search links!).
Who loses? Well, the publisher, because some number of folks who execute this behaviour will leave the publisher’s page and never return. And the publisher never sees that search revenue either, even though it was the publisher which sparked the search intention in the first place. One could argue that the user loses as well, because they often run off into a back and forth search game that distracts them from their initial focus on the article they were reading.
Tynt changes this game, in that it both keeps the reader on the page, and intercepts the search behaviour (and potential revenue). This I find quite interesting (as does Google, I am sure, and Bing, which I bet would love to power those Tynt searches which otherwise might go to Google…). For its major partners, Tynt splits revenues with publishers, bypassing the search engines. The company already has deals in place with scores of major publishers representing billions of page view a month.
One to watch.
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