Google has just announced one of their larger acquisitions. And it's not a software company or internet site or even an ISP, it's a US west coast radio advertising company called dMarc Broadcasting. And Google are paying up for them which tells us that this is part of a larger strategy for the leading search company.
For Google will pay $102m in cash up front for dMarc, but additional cash payments contingent on integration, revenue and inventory targets could raise the total price to $1.14bn over three years.
Google is impressed by the fact that dMarc connects advertisers to radio stations through an automated advertising platform. This will allow them to integrate dMarc technology into the Google AdWords platform to create a new radio ad distribution channel for Google advertisers.
I guess ultimately Google would like to use their internet advertising technology platform as a hub to then deliver integrated, automated, measurable and real-time ad solutions across print, radio and ultimately even TV and mobile phones. Now that's a smart way to diversify and grow their AdWords franchise.
And all of this will presumably make speech recognition software even more important to them. And may even get more people to buy into their huge valuation. Who knows, but the Google picture gets a little clearer.
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