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What it is: A comparison-shopping site aimed at the lazy bargain hunter. Shoppers can visit and put in the prices they would be willing to spend on certain items, and MyTriggers searches the web for them. MyTriggers sends alerts via RSS feeds and e-mail notifications when it finds the coveted item. "It's the nirvana of search. You don't have to fight through the ads ... and then find out the retailer doesn't even have it," said MyTrigger founder and CEO Glenn Meyers.

Who's behind it: Columbus, Ohio-based entrepreneur Mr. Meyers is using capital he raised during a public stock offering as CEO of web-development company RareMedium Group, which built some of the first websites in the early days of the dot-com boom.

Why it matters: Comparison-shopping sites have been popping up in recent years, but no single one has emerged as the go-to site. By merging e-mail and search functions on one site, MyTriggers is hoping to lure consumers who have grown frustrated with out-of-stock notifications. Retailer databases, including information from Best Buy, Circuit City, Wal-Mart and Apple Stores, directly feed information to the site. went live on Black Friday, and consumers have already racked up $1 million in sales via the site.

What it can teach marketers: Consumers are tired of web pages cluttered with sponsored links and ads. "It's a novel concept-give them what they want-but no one is doing that," Mr. Meyer said.

The ad angle: There isn't one, exactly. But that depends on how you define an "ad" online these days. When it comes to consumer searches, coming out on top of a search is as good as an ad. But unlike with Google's sponsored links, there's no charge for clicks-only sales conversions.
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