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Zofari, Yahoo join forces

San Francisco - Yahoo said on Tuesday it was bolstering its local search capabilities by absorbing the team from the smartphone recommendation app Zofari.

“Zofari and Yahoo share a common goal to make the world an easier place to explore for as many people as possible,” California-based Yahoo said in an email.

Yahoo planned to serve its ad inventory on the BrightRoll platform, which it described as a 'growing and profitable' business with revenue of more than $100-million a year. Credit: AP

“We're thrilled to welcome the team to Yahoo, where they will join our growing search organisation and continue to build amazing discovery experiences.”

Yahoo is not acquiring the company but is integrating the team from Zofari to improve local search in the face of services from Google, Yelp and others.

A statement on the Zofari website said that “our team is joining Yahoo, where we will continue to build amazing discovery experiences at a scale we've only dreamed of” and that the Zofari app would still be available.

Zofari describes itself as a “Pandora for Places,” in reference to the online radio group that creates customised music lists.

“Using your favourite restaurants, bars and neighbourhoods, we create customised stations that show you the most similar places around you,” according to the Zofari site

“Your stations will update whenever you change locations, revealing awesome hidden gems and making discovering new places as easy as exploring your hometown.”

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