Google Buys Radio Advertising Company – Is Podcast Advertising Next?

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Google Inc. is buying dMarc Broadcasting Inc. of Newport Beach, Calif. The company provides an automated platform that lets advertisers more easily schedule and deliver ads over radio and keep track of when they air. On the broadcaster side, the dMarc technology automatically schedules and places such advertising, helping stations minimize costs.

Under the deal, announced Tuesday, Google would pay dMarc at least $102 million in cash. If performance targets are met, Google would make additional payments of up to $1.14 billion over three years.

Google said it plans to integrate the dMarc technology with its highly successful Google AdWords platform.

This seems like the first step in creating an AdWords type platform for podcasting.


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