Alexa Internet

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Alexa Internet, Inc.
Type Subsidiary
Founded 1996
Headquarters California
Key people Bruce Gilliat
Industry Internet information providers
Products Search Engine
Parent Amazon.com

Screenshot of alexa.com home page
Website Alexa.com
Type of site web traffic and ranking
Registration no
Available language(s) English
Current status active

Alexa Internet, Inc. is a California-based subsidiary company of Amazon.com that is best known for operating a website that provides information on the web traffic to other websites. Alexa collects information from users who have installed an "Alexa Toolbar," allowing them to provide statistics on web site traffic, as well as lists of related links.

Contents

Alexa Internet was founded in 1996 by Brewster Kahle and Bruce Gilliat.[1] The company offered a toolbar that gave Internet users guidance on where to go next, based on the traffic patterns of its user community. Alexa also offered context for each site visited: to whom it was registered, how many pages it had, how many other sites pointed to it, and how frequently it was updated.[2] Engineers at Alexa, in cooperation with the Internet Archive, created the Internet Archive's Wayback Machine.[3] Alexa also supplies the Internet Archive with web crawls.

In 1999, Alexa was acquired by Amazon.com for about $250 million in Amazon stock.[4]

The company's premises are in Building 37 of the Presidio of San Francisco.

Alexa began a partnership with Google in spring 2002, and with the Open Directory Project in January 2003.[5] Live Search replaced Google as a provider of search results in May 2006.[6] In September 2006, they began using their own Search Platform to serve results. In December 2006, they released Alexa Image Search. Built in-house, it is the first major application to be built on their Web Platform. Today, Alexa is primarily a search engine, an Open Directory-based web directory, and a supplier of site information.[citation needed]

Alexa also provides "site info" for the A9.com search engine.

In December 2005, Alexa opened its extensive search index and web-crawling facilities to third party programs through a comprehensive set of web services and APIs. These could be used, for instance, to construct vertical search engines that could run on Alexa's own servers or elsewhere. Uniquely, their Web Search Platform gives developers access to their raw crawl data. In May 2007, Alexa changed their API to require comparisons be limited to 3 sites, reduced size embedded graphs be shown using Flash, and mandatory embedded BritePic ads.[7]

In April 2007, Alexa v. Hornbaker was filed to stop trademark infringement by the statsaholic service.[8] In the lawsuit, Alexa alleges that Hornbaker is stealing traffic graphs for profit, and that the primary purpose of his site is to display graphs that are generated by Alexa's servers.[9][10] Hornbaker removed the term Alexa from his service name on March 19, 2007.[11]

Alexa ranks sites based on visits from users of its Alexa Toolbar for Internet Explorer and from integrated sidebars in Mozilla and Netscape. In addition to their own statusbar extension, Sparky (released July 2007), there are several third-party extensions for Mozilla Firefox:

There is some controversy over how representative Alexa's user base is of typical Internet behavior. If Alexa's user base is a fair statistical sample of the Internet user population (e.g., a random sample of sufficient size), Alexa's ranking should be quite accurate. In reality, not much is known about the sample and possible sampling biases. Alexa itself notes several examples.[12][13] A known source of bias is the self-selecting, opt-in nature of Alexa traffic tracking software installation, but the significance of this bias on rankings is not reported.[14]

Another concern is whether Alexa ratings are easily manipulated. Some webmasters claim that they can significantly improve the Alexa ranking of less popular sites by making them the default page, by exchanging web traffic with other webmasters, and by requiring their users to install the Alexa toolbar; however, such claims are often anecdotal and are offered without statistics or other evidence. There are various other reported methods as several simple websites with no traffic have achieved extemely high Alexa rankings by using simple scripts. This is not an indication of true traffic.

Competitors in the Internet market research space include Compete, ComScore, Hitwise, Nielsen//NetRatings, Netcraft, Ranking.com, and Quantcast.

  1. ^ ALEXA Internet Donates Archive of the World Wide Web To Library of Congress (1998-10-13).
  2. ^ Keith Dawson (1997-07-28). Alexa Internet opens the doors.
  3. ^ Internet Archive Frequently Asked Questions.
  4. ^ Adam Feuerstein (1999-05-21). E-commerce loves Street: Critical Path plans encore.
  5. ^ Alexa History.
  6. ^ Elizabeth Montalbano (2006-05-01). Amazon dumps Google for Windows Live.
  7. ^ Amit Agarwal (2007-05-06). Alexa Traffic Charts Now Include Advertising. Retrieved on 2007-05-21.
  8. ^ Northern California District Federal court Case number - C 07-01715 RS. Retrieved on 2007-04-19.
  9. ^ Alan Graham (2007-04-18). Amazon sues Alexaholic…everyone loses!. Retrieved on 2007-04-19.
  10. ^ Tim O'Reilly (2007-04-20). Amazon Sues Alexaholic...Everyone Loses. Retrieved on 2007-04-20.
  11. ^ Pete Cashmore (2007-04-19). Amazon sues Statsaholic…Web as Platform is Bullsh*t. Retrieved on 2007-04-20.
  12. ^ About the Alexa Traffic Rankings
  13. ^ Frequently Asked Questions
  14. ^ Alexa.com: What is traffic rank?

v • d • e
Amazon.com
People Jeff Bezos • Tom Szkutak • Brian Valentine • Werner Vogels
Websites A9.com • Alexa Internet • Amapedia • Askville • CDNOW • Digital Photography Review • Internet Movie Database • Joyo.com • Mobipocket
Web Services Alexa Web Services • E-Commerce Service • EC2 • FPS • Marketplace • Mechanical Turk • S3 • Simple Queue Service
Other 1-Click • Amazon Fishbowl • Amazon Kindle • Amazon Standard Identification Number • Statistically Improbable Phrases • Unbox
Annual Revenue: $10.71 billion USD (2006) • Employees: 13,900 (2006) • Stock Symbol: NASDAQ AMZN
Retrieved from "http://en.wikipedia.org/wiki/Alexa_Internet"
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