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January 17, 2006

Google to Broadcast Radio Ads

Google is acquiring Newport Beach-based dMarc Broadcasting, which runs an automated advertising platform for radio. It seems like Google will start delivering radio ads with an automated system.

dMarc connects advertisers directly to radio stations through its automated advertising platform. The platform simplifies the sales process, scheduling, delivery and reporting of radio advertising, enabling advertisers to more efficiently purchase and track their campaigns. For broadcasters, dMarc’s technology automatically schedules and places advertising, helping to increase revenue and decrease the costs associated with processing advertisements.

In the future, Google plans to integrate dMarc technology into the Google AdWords platform, creating a new radio ad distribution channel for Google advertisers.

How much did Google pay? Only $102 million.

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