Is Google Hitting Snags With dMarc?
February 13, 2007 at 6:00 AM (PT)
THE NEW YORK TIMES reports that when GOOGLE acquired dMARC BROADCASTING for up to $1.24 billion early last year it was seen as a clear sign of GOOGLE’s ambitions to extend its dominance over Internet advertising to other media.
Now there are indications that GOOGLE AUDIO, as the company’s foray into radio advertising is known, has hit some snags. The two brothers who founded dMARC in 2002 have left GOOGLE (NET NEWS 2/9) amid growing speculation by analysts and radio and advertising executives that the Internet giant is finding it harder than expected to muscle its way into the radio business.
Industry insiders cite everything from culture clashes to resistance in the radio industry, which relies heavily on sales representatives, to automate its advertising systems. But the hurdle mentioned most often is GOOGLE’s apparent inability to secure enough air time, or inventory, to make its system attractive to advertisers.
The full article can be found here.