Blog Post

The Filter’s Recommendation Service Taken On By Dailymotion

Media recommendation engine The Filter said in February that it had signed on two more companies to its white-label recommendation service.

Today, the Peter Gabriel-backed company tells us that one of them is Dailymotion, the France-based online video site. And we can report that the second deal, which will be announced in the next couple of weeks, is with a U.S.-based online video site of a similar size to Dailymotion.

The Dailymotion agreement is a big boost for The Filter. World-wide, the video site has about 66 million monthly visitors, which takes up the number of people using The Filter’s engine up to 86 million every month.

The agreement, which will see The Filter powering recommendations for videos on the site, underscores the push from online video companies to increase users’ “dwell time”, a metric that can then be used to sell against higher ad rates. The move into working with online video companies is an emerging area for The Filter: up to now some of its biggest customers have been music-based services.

The Filter also looks like it is also gearing up to do more in the U.S.: the U.S. customer win with an online video provider, which was confirmed to us by a spokesperson for the company, will come on the heels of its appointment of Doug Merrill, the former CIO of Google (NSDQ: GOOG), to its board of directors in May.

Financial terms of the agreement with Dailymotion were not disclosed. Currently The Filter says it processes some 1 billion API calls per month from all of its white-label customers.

Other companies that The Filter works with include the Music Entertainment division of Sony (NYSE: SNE) (it powers recommendations on MyPlay); online video rental site DVDPost; ThePlatform and Evolver.net, along with We7, the Gabriel-backed music site. The Filter also says it