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BtoB

Google makes foray into radio with deal to buy dMarc Broadcasting

Published on .

Mountain View, Calif.—Google on Tuesday announced it has agreed to acquire dMarc Broadcasting, an automated radio advertising technology platform, for $102 million cash. Google will also be obligated to make additional cash payments if certain product integration, net revenue and advertising inventory targets are met. The maximum amount of potential contingent payments is nearly $1.14 billion over the next three years.

The acquisition is expected to close in the first quarter of 2006.

The platform enables advertisers to purchase and track radio advertising.

Google said it plans to integrate dMarc technology into Google AdWords to create a radio ad distribution channel for Google advertisers.

"Google is committed to exploring new ways to extend targeted, measurable advertising to other forms of media," said Tim Armstrong, VP-advertising sales, Google, in a statement.

—Carol Krol

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