How many times have you been reading an article and find something new you’re really interested in? You are then faced with the dilemma of trying to remember it so you can research it later when you’re done reading the article, or you open a new window to research it. 10 minutes later you’ve forgotten about the article you were reading in the first place.

Apture solves this problem with in-browser search results.

I stumbled across this purely by accident while browsing on Read Write Web’s site. Highlight text, and a “Learn More” button displays:

Then, when you click on “Learn More” another small window displays within your browsing session that displays Wikipedia results, results from the site you’re currently browsing, Google and Bing results. You also have the “Videos” and “Images” buttons at the top that display YouTube and Google Images results.

What is so amazing about this is that Apture allows you to browse within these search results, all within the small window – without ever leaving the site you’re on.  The other great aspect to it is that you selectively highlight and choose the words you want to look up. You don’t have to worry about hovering over a hidden link and launching an annoying pop-up when you’re in the middle of an article.

It is great for the consumer as a research tool, and great for businesses because it keeps users on their site longer. And yes, you can purchase advertising within the Apture window.

While this feature is not yet widely available, (currently on New York Times, Financial Times, Time, Reuters to name a few), you can download an Apture browser extension that allows you to use it on any site.  You can download it here: http://www.apture.com/