Watch out: Google will become the auction marketplace for advertising in any medium. They just bought a radio ad company:
Google Inc. agreed to acquire dMarc Broadcasting Inc., a radio advertising firm, for $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.
Newport Beach, Calif.-based dMarc’s technology connects advertisers directly to radio stations. Its technology helps advertisers purchase and track radio ads and lets broadcasters automatically schedule ad spots. Google, Mountain View, Calif., said it plans to integrate dMarc’s technology into its AdWords advertising program.
“Google is committed to exploring new ways to extend targeted, measurable advertising to other forms of media,” said Tim Armstrong, Google vice president of advertising sales, in a press release.
“We anticipate that this acquisition will bring new ad dollars and accountability to radio by combining Google’s expansive network of advertisers with dMarc’s talented team and innovative radio advertising technology,” he said.
