Google sells radio ad business

Google has sold its automated technology for broadcasting radio adverts to software company WideOrbit.

The deal will see WideOrtbit, which makes TV and radio software, gain around 3,600 customers and 40 Google employees, according to reports.

Google announced plans to sell its Radio Automation operation earlier this year, after the purchase of dMarc Broadcasting failed to pay off.

dMarc’s technology helps advertisers to place and deliver radio ads and keep track of when they air.

Google said it will try to continue to use the technology in audio-streaming services on the internet.