GOOGLE BUYS DMARC BROADCASTING

Another day, another step into taking over the advertising world. From The Wall Street Journal:

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 software 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.

Under the terms of the deal, Google will acquire all of the outstanding equity interests in closely held dMarc for an up-front payment of $102 million in cash. In addition, Google agreed to make additional cash payments if certain product integration, net revenue and advertising inventory targets are met. Google said these contingency payments could reach $1.14 billion over the next three years, but the actual payments could be "substantially lower." (full article)