Startup Embeds Web Photos With Shopping Links

RACHEL METZ

NEW YORK (AP) — Inspiration comes in many forms, and in the case of James Everingham, it appeared as a pair of knockoff Christian Dior shoes.

Everingham's vision ultimately became Pixazza, an online advertising startup that converts photos on Web sites into interactive advertisements.

Mouse over an image, and tiny price tags appear over handbags, dresses and other items. Hover on top of one, and a balloon pops up with images and links to similar items you can buy online. Move your mouse away, and the balloon disappears.

Even Google Inc. is interested: The online advertising and search leader, through its new venture-capital fund, is among those that have recently invested a combined $5.8 million in the company.

Everingham came up with the idea after his wife spent hours figuring out what shoes "Sex and the City" star Sarah Jessica Parker was wearing in a photo ($1,000 Christian Diors) and hours more looking for a similar, cheaper version.

When the shoes arrived in the mail, the two sifted through a number of blogs and spotted comments from consumers who also wanted to know where they could get celebrities' looks.