Google Reaches Into Radio With dMarc Broadcasting Purchase

Google on Tuesday announced the purchase of dMarc Broadcasting Inc., a company that helps advertisers automate the process of scheduling and delivering radio ads. It will pay US$102 million cash upfront, with additional payments up to $1.14 billion to be made over the next three years if specific performance targets are achieved.

According to a Wall Street Journal article (subscription required), Google will integrate dMarcis technology into its AdWords advertising program, which offers revenue sharing to Web sites that carry its search ads. The company also buys ad space in print publications and sells it piecemeal to online advertiers.