November 18, 2016
Alphabet Inc.’s largest unit, Google, has reportedly purchased Undecidable Labs. Undecidable Labs, located in San Francisco, was founded by Cathy Edwards, a former Apple Inc. director, to assist in translating online searches into purchases.
According to third party sources, Google’s online shopping searches have gained traction with advertisers, but the company has yet to see a major pick-up in mobile purchases. Therefore, one of the hopes in acquiring Undecidable Labs is to leverage the technology to present products in a “meaningful way.”
Edwards served as engineering director at Apple for two years, and the tech giant purchased Chomp, her search app engine, in 2012. Undecidable Labs was founded in 2015.
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