Google is going to acquire dMarc Broadcasting, a digital solutions provider for the radio broadcast industry, for $102 million. Google is going to integrate dMarc technology into Google AdWords, creating a radio ad distribution channel for Google advertisers.


Google is going to acquire dMarc Broadcasting, a digital solutions provider for the radio broadcast industry for $102 million.

Additionally Google will also have to pay contingent cash payments if certain product integration, net revenue and advertising targets are met over the next three years. The limit on potential contingent payments is $1.136 billion.

Google is going to integrate dMarc technology into Google AdWords, creating a radio ad distribution channel for Google advertisers.

Tim Armstrong, vice president of Advertising Sales at Google, said: “Google is committed to exploring new ways to extend targeted, measurable advertising to other forms of media. 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.” [Source]

dMarc connects advertisers directly to radio stations through an automated advertising platform. It provides scheduling, delivery and reporting of radio advertising services. For broadcasters, dMarc offers technology that schedules and places advertising.

dMarc will continue providing services to its customers.

The acquisition is expected to close in the first quarter of 2006.

For more information on dMarc’s services, click here.

 

 

 

 

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