"We have developed a technology which makes it easy for consumers to authenticate medication at the point of purchase.

VOA: standard.2010.06.07

The first acquisition occurred a little over a month before the second, when LinkedIn bought the Pittsburgh-based mSpoke (a technology purchase, says Weiner).

FORBES: LinkedIn's Social Maneuvering - Product Launches, Acquisitions and Expansions

Consumers can then use Zinio's technology to purchase, consume and organize content ranging from Rolling Stone to Martha Stewart Living to The Worst Case Scenario Survival Handbook.

FORBES: Digital Media

The marketing technology vendors have recognized this and have adapted the way they sell and purchase technology to this buying pattern.

FORBES: JargonSpy