The move would correspond with ITV's plan to make £150m from online ads by 2010. As part of that strategy, it plans to launch a price comparison service called Priceterrier and has abolished subscription charging for its membership website as part of a relaunch.
However, an ITV spokesperson declined to discuss the speculation.
She said: "We don't comment on any potential acquisitions."
ITV's online revenue rose 43% to £33m in 2007, with two thirds of that coming from Friends Reunited, which contributed £22m. ITV.com generated £11m.
ITV made a raft of digital announcements recently. It signed a deal to make classic series such as 'Inspector Morse', 'Cold Feet', 'Captain Scarlet' and 'Brideshead Revisited' available for download from the iTunes store after revealing it was to relaunch its following the success of the BBC's iPlayer.
It signed celebrity blogger Perez Hilton to write a weekly column on itv.com as part of an effort to promote its preppy teen drama 'Gossip Girl', which can also be viewed online.
ITV also sold off its 50% share in its broadband joint venture with Arsenal FC to US millionaire Stan Kroenke for £22.7m.