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Synacor buys San Francisco digital ad firm

Synacor is buying San Francisco digital advertising company Technorati in a $3 million deal that will expand the Buffalo-based Internet content provider’s ad services.

The acquisition by Synacor adds an advertising platform that serves more than 1,000 publishers and draws about 100 million unique visitors each month.

Technorati’s software helps ad companies sell as much of their inventory as possible at the highest price. Its SmartWrapper program works for ads on any type of device, from PC to smartphone or tablet.

Ads accounted for 45 percent of Synacor’s sales in the third quarter, and was growing at a 17 percent annual pace. “Advertising is an important growth vehicle for Synacor,” CEO Himesh Bhise said.

Technorati had $7 million in revenues last year.