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IAC, the digital-media conglomerate headed by Barry Diller, is pulling the plug on nRelate, its native-advertising division that sold content-recommendation ad inventory distributed via thousands of web publishers.

IAC’s Ask.com search unit acquired nRelate in July 2012. Founded in 2009, nRelate provided a marketplace for marketers to buy sponsored content on third-party websites, with a product that competed with such companies as Taboola and Outbrain.

An IAC rep confirmed the shutdown. “nRelate’s operations will be discontinued as of Dec. 31 and assets will be incorporated into existing businesses within IAC to provide competitive advantage to its portfolio of reference-style content properties,” the rep said in a statement.

IAC said it hopes to shift many of nRelate’s employees into IAC’s existing content businesses.

According to nRelate’s website, the service had enlisted more than 100,000 publishers in its network and garnered 4 billion monthly impressions from 500 million unique users per month. Those figures, however, cannot be independently verified.

New York-based IAC’s other properties include Vimeo, Electus, The Daily Beast, CollegeHumor, Match.com, OkCupid, Tinder, The Princeton Review, DailyBurn, About.com, Ask.com, Dictionary.com, HomeAdvisor and Shoebuy.