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NewsPoster Aug 15, 2013 04:30 PM
Apple's Matcha buyout made for recommendation engine, sources say
Apple's <a href=" .content/">recent buyout of video discovery service Matcha</a> was about getting the company's recommendation engine, which is based on a proprietary algorithm, sources indicate. Matcha is in fact <a href="">said</a> to have been picked up right after it "found the answer" -- with algorithm refinements -- to user growth and time spent in-app. User acquisition and engagement was allegedly the specific appeal to Apple, which found that Matcha did a better job than competing apps.<br /><br />The sources note that the deal took place before Matcha's shutdown in May, and was worth far more than has been rumored. While some early claims put the pricetag at $1 to $1.5 million, Apple is said to have actually spent at least eight figures, more likely an amount between $10 and $15 million. <br />
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The Matcha app let users scan multiple services -- such as iTunes, Netflix, HBO, and Hulu -- to find appealing shows and movies. Apple's plans for the technology are unknown, but it could be used to help people sort through content on the Apple TV and/or the iTunes Store. iTunes now has a substantial video library. The issue, though, is that renters and shoppers are usually left to sort through genres, top charts, and pre-picked categories, rather than selections based on their tastes.
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