Google is to acquire the RSS distribution company FeedBurner for an undisclosed sum.
Susan Wojcicki, vice president product management for Google, said that the purchase will give Google access to Feedburner’s network of 431,171 current publishers to add to its AdSense network and also provide a greater level of access to advertise on blogs and news feeds.
Wojcicki added: “The two companies share a vision of making information available to users whenever they want it. FeedBurner does this with RSS feeds and blogs, and is a complement to our mission of doing that with search.”
Dick Costolo, FeedBurner co-founder and CEO, said: “FeedBurner [offers] publishers services for distributed media; that’s been our mantra since day one. The overlap between our focus on distributed media and analytics, direct promotion and monetisation, with the depth that Google provides, is too perfect. We are both trying to provide the same kind of thing to the marketplace.”
The acquisition follows Google’s purchase of DoubleClick, which is being investigated by the US Federal Trade Commission (see Google DoubleClick Acquisition Under Investigation).
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