Barry Diller’s IAC/InterActive Corp. has led another personals website to the altar.
The online giant just snapped up Datehookup.com to add to a lineup that includes Match.com, OKCupid.com and chemistry.com.
Terms of the deal were not disclosed.
Datehookup, a free-to-use service, was the fifth-largest site in the sector in July, according to Experian Hitwise.
The sector leader is privately owned PlentyofFish.
The deal comes just days after IAC ponied up $300 million to buy About.com from the New York Times Co.
The technology-focused online firm said yesterday in a statement that DateHookup would join its personals unit, which recorded revenue of $500 million in 2011.
DateHookup allows members to connect through profiles and also carries personal blogs and social aspects such as sharing virtual gifts. It had a 43 percent jump in US visits, to 29.1 million, through July 2012, according to Experian Hitwise.
IAC shares have jumped 22 percent this year.
S&P tech analyst Scott Kessler said IAC’s strong year-to-date performance has been overlooked by many investors.
“They have a leadership position in personals and they’ve taken that around the world,” Kessler told The Post. “They realize there is also value in buying different brands with different business models, and they’ve learned a lot from building Match.”
Kessler said the Street is wondering whether IAC will spin out its personals business, though the firm has said there are no plans.
IAC’s merger and acquisitions unit has been active in the past few weeks, picking up a small local ad technology business called Felix, which serves small- to medium-sized businesses.
The company also owns Tina Brown’s fiefdom, Newsweek/The Daily Beast, and Ben Silverman’s content company Electus.
Diller has been active in the over-the-top video space, with investments in Aereo, which redistributes local TV station signals and video sharing site Vimeo, among others.