Israeli Site MyHeritage Enjoys Boon From Facebook's Doppelganger Week

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Doppelganger Week, which began on February 2, has been a boon for MyHeritage, with some half a million browers expected to join the Israeli site by the end of the week.

During Doppelganger Week, being observed for the third year, many social network users exchange their profile picture for an image of someone else who resembles them.

MyHeritage, which is developing a social network and mobile application to enable users to create a family tree, also offers browsers the option of identifying celebrities who resemble them.

Two days ago the application was downloaded 104,932 times, with more than 940,000 photographs uploaded to the application, according to data provided by the company. The peak came between 7 PM and 8 PM, when the application was downloaded more than 14,000 times. By yesterday, the third day of Doppelganger Week, more than 338,000 photographs had been uploaded in attempts to identify suitable doubles. Currently, the application is being downloaded at an average rate of 6,200 times an hour. By the time the week ends, on February 9, it is estimated that at least half a million browsers will have joined the site.

MyHeritage, founded in 2003, employs 130 personnel, 80 of whom work in the company’s Israeli headquarters in Bnei Atarot, a moshav just north of Ben-Gurion International Airport. In November, the company raised $25 million in an investment round spearheaded by Bessemer Venture Partners, which joined Index Ventures and Excel Partners, the company’s earlier investors. This round brings the total investment in the company up to $49 million.

In addition to completing the round, the company announced its largest purchase –its competitor, Geni. According to some estimates, MyHeritage earnings have totaled over $20 million annually. The company’s business model is based on subscribers, some of whom pay for services.

Avigdor Lieberman's Doppelganger on his Facebook pageCredit: Screenshot

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