Google Reaches for the Radio

Google announced the interesting acquisition of dMarc Broadcasting, a small, privately held company that has developed an automated advertising platform for radio advertising. Sounds a bit like what Google Adwords did for web advertising, doesn’t it? The deal is for $102 million in cash, with additional cash payments up to $1.14 billion over three years based on performance targets. Not too shabby.

This is an interesting development for Google, marking yet another foray into traditional media. Will Google revolutionize advertising in other media in the same way they’ve done for the web?

I worked with the crew at dMarc for 2-1/2 years when we were launching Winfire. Chad Steelberg, his brother Ryan, Greg Meinke, Mike Russo and others — all a great bunch of guys driven to excel. Good luck with your new employer!

technorati tags: google, dmarc, advertising, chad steelberg, radio