||A major contributor to this article appears to have a close connection with its subject. (October 2012)|
|Key people||Auren Hoffman|
|Employees||11-50 (as of November 2, 2012)|
 History, products, and services
The company's first product, Rapleaf, was a meta-reputation system that allows users to create reviews and ratings of consumer transactions, which they then contribute to multiple e commerce websites. On January 26, 2007, Rapleaf released Upscoop, a service that allowed users to search for and manage their contacts by email address across multiple social networking sites.
In 2012, Rapleaf began selling segmented data tied to email addresses for marketers to personalize email communications.
 Controversy and Backlash
In late August 2007, Upscoop began e-mailing entire contact lists that were provided by their users when they log in. This caused some criticism, and the company later provided an apology for doing so.
On July 10, 2008, Rapleaf changed its interface so that it no longer allows users to search people by email addresses. Instead, the service only allows a registered user to view their own reputation and the websites (social and business networking) to which their own email address is registered. There was an immediate negative backlash by companies and individuals who had been using Rapleaf to both manage reputations and investigate the authenticity of people.
In October 2010, the Wall Street Journal reported that Rapleaf had transmitted personally identifiable information, including Facebook and MySpace IDs. Rapleaf said it had inadvertently transmitted that info and had ceased the practice.
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- Hoffman, Auren (6 September 2007). "Start-ups, privacy, and being wrong". Rapleaf Blog. Archived from the original on 2007-09-17. Retrieved 2010-03-07.
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- Emily Steel (Oct. 25, 2010). "A Web Pioneer Profiles Users by Name". The Wall Street Journal. Retrieved 2010-11-01.
- Christopher Heine (Nov. 1, 2010). "Rapleaf Agrees to Leave Facebook Alone". ClickZ. Retrieved 2010-11-01.