Yahoo bought MyBlogLog, a 5-person, Orlando-based startup that helps website readers identify themselves.

What MyBlogLog does is provide what's known as a widget that bloggers paste into their website; users who register with MyBlogLog can then get themselves listed in a reader community for that website, and the widget actually displays their screen names and icons on the blog itself.

TechCrunch estimates the purchase price at $10 million to $12 million, which is fairly rich for such a young company, but it helps Yahoo keep its edge in the field of social media.