I love comparison shopping and now IAC (owner of Ask.com, Match.com, and The Lending Tree) has unveiled Pronto. Pronto.com, a shopping comparison search engine, was recently launched into the pool of online players with 50,000 merchants selling over 45 million products. The company will use a new beta form of technology to scour the web in search for product listings to be listed next to its’ paid listings (similar to Google Search). Clickz reports that the company will also offer a browser toolbar called “Pronto Shopping Messenger” which will allow Pronto users to receive real time notifications to products they are interested in when they become available (sort of like RSS).

The tool will be available for Firefox and Internet Explorer and will also notify Pronto users of price drops and alternative products available across the internet. IAC hopes to intergrate Pronto’s features across their network of sites in the near future.