CNN has acquired technology company Zite to give users a more personalized experience while consuming its mobile and Web site content.

CNN has added Zite to its portfolio of digital products as a separate, standalone business. According to CNN, Zite represents the next generation of content discover and personalized publishing.

?We see a trend developing here, one that is about the future of content discovery, and we believe that increasingly people will come to learn about new types of content based as much upon their personal interests and passions as they do the news of the day,? said KC Estenson, general manager of CNN Digital.

?Zite will continue on its current path of being the product that so many of you love today,? he said. ?And it?s my hope that this new chapter will only make it better, faster and used by more people.?

CNN Worldwide, a division of Turner Broadcasting System, Inc., a Time Warner Company, is a trusted source for news and information.

Zite is a free, personalized iPad magazine that understands what you like and gets smarter as you use it.

Acquisition
Zite is an iPad app that leverages deeper technology to provide an individually personalized experience.

Zite surfaces content to users that they will find most interesting from a variety of sources across the Web by learning users' preferences and getting smarter as it's used.

Through the acquisition, Mark Johnson, CEO of Zite, will continue to run the company?s day-to-day operations and will report to CNN?s Mr. Estenson.

Additionally, founder Ali Davar will stay on board as executive director and Mike Klass will continue to lead Zite?s technology as chief technology officer.

? Like any digital product, Zite will continue to evolve so we can make sure we have best experience for the user,? said Mark Johnson, CEO of Zite, San Francisco.

?Today, the product remains the same,? he said.

Final Take
Rimma Kats is staff reporter on Mobile Marketer, New York