Google (GOOG) has bought RSS feed giant FeedBurner. The company serves 400,000 publishers by feeding their content to desktops and wireless devices. Feedburner works extensively with blog sites.
Google may be able to add the new company to its line of advertising offerings which include its Google Ad Sense program and will shortly include banner ad serving operation DoubleClick.
According to PC World: "The deal will beef up Google’s own AdSense publisher network, particularly among blogs, where FeedBurner is stronger than Google, said Susan Wojcicki, vice president of product management at Google, during a press conference. Likewise, Google advertisers will benefit from an expanded ad inventory and ad distribution platform"
It is another acquisition that puts Google far ahead of Microsoft (MSFT) and Yahoo! (YHOO) in the online ad space. Google now sits at the crossroads of banner ads, search-based text ads, and advertising on RSS feeds.
It’s good to be king.
Douglas A. McIntyre can be reached at [email protected]. He does not own securities in any of the companies that he writes about.
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