[1] In July 2006, Pronto launched the beta of its traditional Comparison shopping engine website which was made official in September 2006.

[2] In 2007, IAC redesigned Pronto.com, to incorporate social networking into the purchase of goods ranging from clothes, sports equipment and electronics.

New features included letting users rate products, interact with others online, write their own reviews and join networks of shoppers with similar tastes.

"[4] In 2009, Pronto.com launched vertical micro-sites starting with fashion, home and tech, followed by kids and baby.

With this venture, IAC moved into the content mill space pioneered by the likes of Demand Media and Yahoo’s Associated Content, both of which employ thousands of freelancers who churn out enterprise articles - often of the "how-to" variety, and almost always Google search-friendly.