Google has not yet disclosed financial terms of the deal, though it was rumored to be in the $100 million range.
Chicago-based FeedBurner provides feed distribution and management tools so online publishers can syndicate their content and deliver it straight to readers.
With the acquisition, Google could conceivably place text ads in RSS feeds and also know exactly what type of blogs users access.
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It is also a potential money maker from an advertising perspective. "FeedBurner offers a feed advertising platform for advertisers to reach engaged feed readers through targeted in-feed ads and innovative techniques like RSS feed-driven ads," Susan Wojcicki, vice president of product management, wrote on the official Google blog, announcing the deal.
"We're constantly looking for ways to identify and offer new tools for content creators and website publishers," she wrote. "Likewise, we constantly aim to give AdWords advertisers broader distribution to an even wider audience of users."
FeedBurner debuted in 2003. It secured $1 million in funding from Portage Ventures in 2004 and an additional $9 million a year later from Mobius Venture Capital and Union Square Ventures.
FeedBurner is one of many recent acquisitions for Google. In April, Google bought DoubleClick for $3.1 billion and purchased videoconferencing software from Swedish company Marratech. The company also recently announced a partnership with Salesforce intended to help it compete more effectively against Microsoft.
Author: Chloe Albanesius
Previous article: 17 August 2007
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