The app has the slickest user interface of the bunch too, executing tricks such as remembering properties a user has stayed at before and automatically suggesting those properties when the user searches that destination again.

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Kessler contends the mini-blog platform could help the company gain traffic to its core Web properties while also increasing user stickiness and solidifying its leadership position.

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Both AOL and Yahoo are under pressure from "advertising exchanges, " the lingo for services that allows advertisers to bid for ad space across a multitude of properties that reach a particular type of user.

WSJ: Deluge of Content on the Web Swamps Yahoo