Google Buys Radio Supplier dMarc

Google Buys Radio Supplier dMarc
Publish date:

Internet biggie Google Inc. has agreed to acquire dMarc Broadcasting Inc., a California digital solutions manufacturer active in the radio broadcast industry, in a big payday for dMarc.

According to a press release from Google, the company plans to integrate dMarc technology into the Google AdWords platform, "creating a new radio ad distribution channel for Google advertisers."

A company spokesman said, "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."

The companies put the cost of the deal at $102 million in cash and stated "the maximum amount of potential contingent payments is $1.136 billion over the next three years."

Google says the acquisition will close in the first quarter 2006.


What Google Wants With dMarc Broadcasting

Google's search for a broadcast technology partner to diversify its online advertising model has led it to purchase an upstart software company founded in 2002 by two brothers interested in developing broadcast technology.

Google Radio Ads Set for Fall Debut

Google officials say they are expanding the dMarc Broadcasting radio advertising distribution technology in hopes of creating a significant boost for the radio industry's stagnant revenue stream.