Photo-sharing app Pinterest on Tuesday acquired the article bookmarking website Instapaper. The app, which is considered the pioneer for saving articles to read later, has been sold for second-time. Earlier, the app was sold to the New York-based Betaworks in 2013. Instapaper, founded in 2008, is an application which lets people save web pages to be read later. Interestingly, the startup had only three employees including Chief Executive Brian Donohue, at the time it was acquired by Betaworks.
Pinterest said it would use the app’s expertise in recommending articles based on user behavior. The new acquisition will help Pinterest to improve its own recommendation service as it will now suggest pins to users based on the content they have saved and shared with Instapaper. Pinterest said that it will acquire both, the team and the technology behind Instapaper with an aim to “accelerate discovering and saving articles on Pinterest.” However, Instapaper will continue to work in its current form as a standalone entity. Though the app will function in its current form, it can’t be said that the acquisition has been made just for saving articles.
As per the Pinterest, the company will also integrate some of Instapaper’s search technology into Pinterest too. “The Instapaper team are experts in saving, curating and analyzing articles, and they’re a welcome addition to Pinterest. Instapaper will work with us to continue building indexing and recommendations technologies, and we look forward to building great products together,” said Steve Davis, lead product manager in Pinterest.