IP Democracy: Holy Toledo - Google Buys a Broadcasting Ad Tech Company

Google announced this morning that it has bought dMarc, a Newport Beach, Calif.-based digital solutions provider for the radio broadcast industry. dMarc connects radio stations to advertisers through its automated ad system, and Google plans to integrate the system through its Google AdWords platform, creating a new radio ad distribution channel for Google advertisers.

According to the Wall Street Journal, Google is paying $102 million in cash and additional payments that could be worth up to $1.14 billion if performance targets are met over the next three years. In its press release announcing the acquisition, Tim Armstrong, vice president of Advertising Sales, Google, said that Google is keen on expanding its ad efforts into other media and hopes to bring more accountability to radio by combining Google’s expansive network of advertisers with dMarc’s system.

Posted by Cynthia Brumfield on January 17, 2006 10:39 AM to IP Democracy