Google acquire radio advertising company dMarc Broadcasting Inc.
Search Engine Giants Google has revealed some of their upcoming plans with their online advertisement mechanisms. The company has announced that they are acquiring California-based dMarc Broadcasting. dMarc Broadcasting is basically a radio based advertising company that connects advertisers directly to radio stations through its automated advertising platform.
The deal is worth around $102 million in cash. In addition, Google has also revealed that they might pay more in the future depending upon their newest subsidiaryâ€™s product integration, net revenue and advertising inventory targets. These payments can reach up to $1.14 billion over the next three years depending upon their performance.
Google has also stated that they would be integrating dMarc Broadcasting technology in their existing Google AdWords business. This would help them create a brand new advertisement platform for their advertisers. Tim Armstrong, vice president of Advertising Sales, Google said in a statement on their plans with their services: “Google is committed to exploring new ways to extend targeted, measurable advertising to other forms of media.â€
He added: â€œWe 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. We look forward to working together to continue to grow and improve the ecosystem of the radio industry.”