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Digg unveils expansion plans

Service to be made available in other languages

Digg has revealed plans to expand internationally by offering its service in other languages as well as improving its analytics tools for publishers.

The plans are thought to be part of Digg's strategy to handle competition from Yahoo's Buzz. In addition, Digg also said that it wants to strengthen its advertising services to boost its revenue stream.

The plans were unveiled as Digg announced it had raised $28.7m (£15.4m) in its latest funding round and that it will use the money to double its staff and expand internationally.

Founded in 2004, Digg was popularised by its many so-called social news features, such as letting readers submit, vote for, rank and comment on articles, which have been adopted widely by mainstream news outlets across the web. Yahoo's recent launch of its social news site, called Buzz, has turned up the competitive heat in this space.

Digg, which said its traffic has doubled in the past year to around 30 million monthly unique visitors, has often been rumoured as an acquisition target by larger players like Google.

However, the company remains independent and up for the fight by, among other things, growing its staff from 75 to 150 employees by December of next year. Digg also plans to revamp its site's operation to make it easier for visitors to find content and customise their experience.

The company also intends to expand internationally, offer its service in other languages and improve its analytics tools for publishers. In addition, Digg wants to strengthen its advertising services to boost that revenue stream.

This latest funding round was led by Highland Capital Partners and also included Greylock Partners, Omidyar Network and SVB Capital. Digg previously raised $8.5m in December 2006 and $2.8m in October 2005.

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