Google acquires RSS specialist FeedBurner

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Search engine Google Inc. has acquired FeedBurner, a provider of media distribution and audience engagement services for blogs and RSS feeds.

Web-based tools help bloggers, podcasters and commercial publishers promote, deliver and profit from their content on the Internet. This acquisition makes sense for Google given that it is constantly looking for ways to identify and offer new tools for content creators and website publishers.

"Google is thrilled with this acquisition," said Susan Wojcicki, vice president of product management, Google, Mountain View, CA. We are two companies that together are complementary. Feedburner has hundreds of thousands of publisher sites that can now be added to the AdSense network."

Publishers will have access to more advertisers, and therefore have a greater potential for monetization, Ms. Wojcicki said.

The FeedBurner feed and blog advertising network brings together an unprecedented caliber of content aggregated from the world's most recognized media companies (e.g. Wall Street Journal Online, Wired News, Ziff Davis), A-list bloggers and blog networks, and individual publishers from around the world.

"Both companies have always tried to provide the right media to right user and together we feel we can do a better job of that," said Dick Costolo, CEO and cofounder of FeedBurner, Chicago.

FeedBurner offers a feed advertising platform for advertisers to reach engaged feed readers through targeted in-feed ads and innovative techniques like RSS feed-driven ads.

Google said that the strategy here is to work together to improve the experiences of feed users, advertisers and publishers. Google results will now display feed results.

The companies are not disclosing the financial terms of the agreement.

"To be relevant and targeted we have to offer every kind of media format," Ms. Wojcicki said.

FeedBurner will continue its operations in Chicago, although many executives may find themselves traveling to Google offices all over the world.

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