WSJ is reporting that eBay is in advanced talks to acquire StumbleUpon, a service that helps people rates sites/pages and discover them through a browser plugin…the deal is in the range of $75 million, the story says. The rumors on this were first reported on TechCrunch last month. The WSJ story says a deal has not yet been signed and could fall through.

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StumbleUpon was founded in 2001 in Calgary, Canada, and the company’s three co-founders funded its growth themselves until March 2006, then took funding from a handful of angel investors, including Google director Ram Shriram and Lotus founder Mitch Kapor. SU is a Firefox and IE extension that lets you “stumble upon” (aka discover) websites/links , and then rate them. Based on that, it also delivers personalized content. The WSJ story says that this “stumbling” feature could be especially useful for eBay, by letting it make personalized recommendations of auction pages for, say, clothing or electronics—which could in turn encourage visitors to buy more items on eBay.