"PRIMEDIA Inc....announced today that it has reached a search and contextual advertising agreement with Google Inc. that includes a four-year distribution and revenue sharing agreement for PRIMEDIA's About.com as well as the sale of its Sprinks unit to Google.
Sprinks is the pay per click advertising network, which serves About.com and numerous third party distribution partners. Financial terms were not disclosed. "
yep, it's definitely big news for About.com too. I would say that some of Sprinks' biggest distribution partners were a reason alone for the purchase. With those contracts in place, Google now can serve ads there as well.
probably won't see much of Sprinks' technology, except for maybe the categorization of content channels.